The advertising of Diesel's FUEL FOR LIFE new collection.
And this is an interview between Coll Hunting.com and Annick Menardo of Firmenich, the creative who created the scents of this new fragrance, to tell us about her inspiration and her interpret of the brand.
Cool Hunting: Diesel is such an active, youthful and en energetic brand. How do you translate that into a signature fragrance style?
Annick Menardo: When we create a perfume for Diesel we try to keep and transmit the values of youth and energy which are really important for the brand. In order to transmit this energy, we use citrus notes like grapefruit, lemon and mandarin orange. To give a trendy and youthful touch we work with new and innovative ingredients. We have access to new raw materials which we didn't have in the past. All these ingredients allow us to express and to create innovative fragrances in a different way—this is important for young consumers who are looking for some new experiences.
Annick Menardo: When we create a perfume for Diesel we try to keep and transmit the values of youth and energy which are really important for the brand. In order to transmit this energy, we use citrus notes like grapefruit, lemon and mandarin orange. To give a trendy and youthful touch we work with new and innovative ingredients. We have access to new raw materials which we didn't have in the past. All these ingredients allow us to express and to create innovative fragrances in a different way—this is important for young consumers who are looking for some new experiences.
CH: How is the Fuel for life Denim Collection similar to the other Diesel fragrances? How is it different?
AM: The Fuel for Life Denim Collection is fresher and more luminous on top, though it keeps the modern and sensual character of the Fuel For Life Classic. The new Denim Collection naturally fits in the Diesel perfumes range. It respects the values of modernity, youth and sexiness that are so important to (and characteristic of) the brand.
AM: The Fuel for Life Denim Collection is fresher and more luminous on top, though it keeps the modern and sensual character of the Fuel For Life Classic. The new Denim Collection naturally fits in the Diesel perfumes range. It respects the values of modernity, youth and sexiness that are so important to (and characteristic of) the brand.
CH: How are the mens and womens versions similar and different?
AM: They keep the sensual and enveloping signature of Fuel For Life and add a fresher and more sparkling top note. The women's fragrance features blackcurrant notes, and the men's lemon notes. The common note between the two fragrances is raspberry. It brings the fresh and sparkling side in the women's and the sensual and captivating aspects in the men's versions.
AM: They keep the sensual and enveloping signature of Fuel For Life and add a fresher and more sparkling top note. The women's fragrance features blackcurrant notes, and the men's lemon notes. The common note between the two fragrances is raspberry. It brings the fresh and sparkling side in the women's and the sensual and captivating aspects in the men's versions.
CH: What does creating a fragrance for Diesel allow you to do that other brands don't?
AM: The modern universe of Diesel, which is very rich and colorful, offers us a wider freedom than most other brands, and that is the greatest luxury for a perfumer; it allows us to work the fragrances in multiple ways and thus to bring something new and innovative.
AM: The modern universe of Diesel, which is very rich and colorful, offers us a wider freedom than most other brands, and that is the greatest luxury for a perfumer; it allows us to work the fragrances in multiple ways and thus to bring something new and innovative.
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