Italian luxury fashion house, Ermenegildo Zegna joins list of luxury brands who use social media for presenting new products and services. To showcase its latest creation – Essenze, a collection of five fragrances for men, Ermenegildo Zegna set up announcement on Facebook and on YouTube in the same time as on its own website. This is the brand’s first launch under new licensing arrangements with Estee Lauder.
Essenze by Ermenegildo Zegna
Inspired by brands luxurious high-end men’s Ermenegildo Zegna Couture Collection, Essenze is like the finest tailored design. Each of the five signature fragrances in the collection is focused on a “signature raw material”, but what is common and what is woven into the construction of each fragrance is Italian Bergamot, known as Zegna Bergamot from Calabria. Ermenegildo Zegna has sourced the Bergamot crop from a single field planted and harvested for the sole purpose of creating Essenze.
World-renowned perfumers who participated on this way from Style to Scent are: Pierre Negrin, Frank Voelkl, Harry Fremont and Jacques Cavallier.
The five available fragrances are:
Italian Bergamot with bergamot, neroli, rosemary and vetiver.
Sicilian Mandarin with notes of mandarin, bergamot, spearmint, petitgrain and moss.
Javanese Patchouli featuring patchouli, bergamot, pink pepper, tonka bean and cedar wood.
Indonesian Oud with oud, rose, amber, patchouli and bergamot.
Florentine Iris with iris, bergamot, jasmine, violet and musk.
Each fragrance is housed in a modern glass bottle with a custom fabric label in the appropriate colour to mark the central ingredient of the fragrance. Priced at $195(125 ml / 4.2 fl oz) Essenze by Ermenegildo Zegna is available exclusively in Ermenegildo Zegna locations in Singapore, Korea, Japan, Italy, Switzerland, UK, France, Germany, Austria, North America and Mexico with more locations added globally throughout 2013.
Ermenegildo Zegna is a recent example of a top luxury brand turning to social media and supplanting traditional channels to announce a new product
