Newspaper article St Louis Post-Dispatch (MO)

Men's Fragrance: Karan Says Fill 'Er Up with Unleaded

Newspaper article St Louis Post-Dispatch (MO)

Men's Fragrance: Karan Says Fill 'Er Up with Unleaded

Article excerpt

DONNA KARAN BEAUTY Co. is trying to broaden the way men wear fragrance. The company is positioning its new scent, DK Men Unleaded, as an allover body spray akin to women's body sprays.

The scent, a fresher version of Karan's 1994 men's fragrance DK Men, is due on counters in October.

"We wanted to do something that would be used more as an allover body spray after a shower, after a workout - a refreshing scent," said Jane Terker, president of the company.

The concept is similar to that of Karan's Bath & Body Mist, a women's fragrance with the same light scent as the designer's bath and body products, not her signature fragrance, Donna Karan New York.

In addition to Unleaded, Karan has been at work on a host of new products, including hair-care items and a tinted moisturizer.

Unleaded, which takes its name from DK Men's tag line, "Fuel for Men," incorporates some of the notes and accords in DK Men, but Terker said it isn't as complex or full-bodied and the concentration is lower.

Unleaded has fresher top notes of basil, sage and cardamom and lighter concentrations of the suede and tobacco found in DK Men. The Unleaded bottle is a stainless-steel-toned version of the original, a mainly black bottle designed by Karan's husband, sculptor Stephan Weiss.

"We're only doing a spray version," Terker said. "There is no pour, so it's meant to be sprayed on and sprayed on liberally."

To encourage men on that front, the company is offering more product for less money: a 3.4-ounce bottle of Unleaded will retail for $39, compared with $45 for a 2.5-ounce bottle of DK Men.

Terker acknowledged that despite the lower price point and the in-store visual of a man splashing the scent all over his body, not all male customers will understand the concept of a body spray. "Some will (get it)," she said. "Some men are still putting fragrance on their faces and letting it sting. …

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