Tuesday, March 9, 2010
New face for Cerruti 1881 for Men
The emblematic for the house of Cerruti fragrance Cerruti 1881 for Men (the date denoting the founding of the house of Cerruti) is set for a new advertising campaign starting June 2010 sponsored by the licencee Coty with a new, untarnished face that has never before been associated with beauty or perfumes: Marc Lavoine. The French singer and actor was established in 1985 when his pop sensation "Elle a les yeux revolver" (i.e. She has killer eyes) with its Far East instrumental passages made it to the Top 4 of the French charts ~staying in the top 10 for 13 weeks~ and thus catapulting his career. The pulling traits that got him chosen? "His allure, his gaze and his voice which lend him an undeniable magnetism; an accompished and authentic man". (Quote according to the International senior vice president of marketing of the European licences of Coty Prestige). Marc is reportedly flattered to be participating, fronting such a masculine standby from 1990. Marc has aged in an appealing way, foregoing the too cute hair of the 80s, so who's to argue?
May I just ask whether this is a return to more traditional masculine prototypes, away from the metrosexual images of recent? Could this be -coupled with Dior's decision to utilize Alain Delon's classic 60s photo for Eau Sauvage- a new welcome trend? I'm crossing my fingers.
Photo collage of Marc Lavoine with Cerruti cologne bottle by Perfumeshrine