Sometimes I think Tommy Hilfiger tries too hard. Case in point: Hilfiger, his fragrance for men that’s exclusive to Macy’s stores this month and rolls out to wide distribution in December.

It’s not enough to suggest that this is a fragrance for a more mature customer than, say, his popular men’s scent Tommy. No, the Hilfiger label has to reinvent the lingo; the top notes become “the drive accord,” middle notes become “the confidence accord” and base notes become “the sexy accord.” We get it: You want to attract the cool dudes! Driving across the desert! On a motorcycle! Wearing a suit. And eau de toilette ($47-$59). And with petal-soft skin thanks to the after-shave balm ($47).

Whoa, wait: What was that? And therein lies the innate contradiction of men’s grooming products: Most of the creators are so petrified of appearing girly that they swing the pendulum far to the other extreme.

Here’s where I think Hilfiger is a success: Making the familiar seem different. Look past the hyperintensely “male!” packaging – a stamped placard on both bottle and box even has faux rivets – and you’ll get just a chip off the old block. It’s really just a slightly different take on the tried and true Tommy. People who like the first fragrance could consider this a step in another direction … but it’s certainly not a big step.

Cartier wasn’t immune to “manning up” its new eau de toilette, either. Although the new Roadster fragrance ($75-$105) could ostensibly be named after the jewelry company’s longstanding watch designs of the same name, the typography references the lettering on the back of Porsche sports cars. And the top of the bottle mimics the cabochon on a watch winder … but also looks like the taillight on a classic car, or even a jet spinner.

Interestingly, Roadster uses some of the same components as Hilfiger – including lesser-known ones like cistus labdanum and cashmere wood – but manages to create a more sophisticated fragrance that still will have mass appeal. Someone on one of the fragrance-related blogs I frequent described it as powdery and salty,” which helps nail the uniqueness of the scent.

In the everyday world, I sprayed a little at my desk one morning and suddenly had three people in my personal space, sniffing the air and complimenting the scent. It is available only at Cartier stores this month, but will roll out to wider distribution in October.

And now for the chance to win! Click on this link to send me an e-mail that includes your name and the mailing address to which I should send the products if you win. (No, I won’t forward them to our circulation department or anything.) Make sure to use the word CARTIER as your subject field. I’ll pick a winner from the entries received by 5 p.m. Sunday, Sept 21. Good luck!

ammit

WHAT SAM WORE: 9/14/08
The shirt: Four-button jersey short-sleeved shirt (American Apparel)
The pants: Jeans by Seven for All Mankind (Last Chance)
The shoes: Open-heel leather slip-ons by Bacco Bucci (Last Chance)
The scent: Roadster by Cartier
Listening to: “Long Forgotten Song” by The Thrills

sammit

Posted in: Contests • Great Stuff • Cartier Roadster • fragrance • Hilfiger • Tommy Hilfiger |

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