DieselfuelforlifeOn Monday, Diesel made their first leap into the fragrance industry when they launched Fuel for Life for Her and Fuel for Life for Him under a license of L’Oreal Luxury Products. The fragrance is supported by $20 million of advertising and promotion in the US and Canada with emphasis on viral marketing online.

Keep your eyes pealed for six TV spots running on cable TV, eight print ads (four for men, four for women,) and 15 billboards promoting what Diesel founder and president, Renzo Rosso, feels will comprise 35% of the brand’s turnover.

Industry estimates show Diesel may be aiming for a goal of $35 million in retail sales within the first six months and first year sales to hit $81 million worldwide. By mid-2008, you can expect to see Fuel For Life in 18,000 doors in 25 countries.

The women’s version is housed in a fishnet stocking-covered bottle and smells of mandarin and pink pepper, while the men’s product is housed in a canvas straight jacket featuring notes of anise and grapefruit. Both are designed by Fabien Baron.

Here’s the stats:

  • 20K bottles will be available for customization on Diesel’s Website allowing for up to 8K combinations of fabric, color, caps and logos
  • Fuel for Life for Him ranges in price from $44.50 for 50ml eau de toilette to $59.50 for 75ml.
  • Fuel for Life for Her ranges in price from $49.50  for 50ml eau de toilette to $64.50 for  75ml.
  • Pocket chains will be available in bronze or gold options, carrying a 15ml Fuel for Life vial. These hit stores in mid-October for $95.
  • Also look for the "Bling Bling" 75ml bottle which is decorated with jewelry and will retail for $95.

Will you be wearing Diesel under your Diesels?

One thought on “Diesel launches Fuel for Life”

DieselfuelforlifeOn Monday, Diesel made their first leap into the fragrance industry when they launched Fuel for Life for Her and Fuel for Life for Him under a license of L’Oreal Luxury Products. The fragrance is supported by $20 million of advertising and promotion in the US and Canada with emphasis on viral marketing online.

Keep your eyes pealed for six TV spots running on cable TV, eight print ads (four for men, four for women,) and 15 billboards promoting what Diesel founder and president, Renzo Rosso, feels will comprise 35% of the brand’s turnover.

Industry estimates show Diesel may be aiming for a goal of $35 million in retail sales within the first six months and first year sales to hit $81 million worldwide. By mid-2008, you can expect to see Fuel For Life in 18,000 doors in 25 countries.

The women’s version is housed in a fishnet stocking-covered bottle and smells of mandarin and pink pepper, while the men’s product is housed in a canvas straight jacket featuring notes of anise and grapefruit. Both are designed by Fabien Baron.

Here’s the stats:

  • 20K bottles will be available for customization on Diesel’s Website allowing for up to 8K combinations of fabric, color, caps and logos
  • Fuel for Life for Him ranges in price from $44.50 for 50ml eau de toilette to $59.50 for 75ml.
  • Fuel for Life for Her ranges in price from $49.50  for 50ml eau de toilette to $64.50 for  75ml.
  • Pocket chains will be available in bronze or gold options, carrying a 15ml Fuel for Life vial. These hit stores in mid-October for $95.
  • Also look for the "Bling Bling" 75ml bottle which is decorated with jewelry and will retail for $95.

Will you be wearing Diesel under your Diesels?

0 thoughts on “Diesel launches Fuel for Life”