Davidoff has unveiled it’s new pillar fragrance collection – Run Wild – with male and female editions launching now in duty-free stores around the world.
THE CALL BACK TO NATURE
The new Run Wild fragrance reaffirms and expands Davidoff’s vision. If Cool Water celebrates the power and magnificence of the ocean, Run Wild explores the untamed confines of the world, tapping into an entirely different natural energy. It is a raw and mysterious power that stems from wild forests and the green waters of untouched waterfalls.
The Run Wild men and women are fully aware that they live in two complementary realities: the fast and thrilling rhythm of our urban world and the deep and mysterious depths of savage wilderness. For them, the Wild is not a removed concept, a mere abstraction. It is very much part of who they are. They value their inalienable right to disconnect, to break free from everyday constraints. They express their profound connection to Nature through their travels and explorations.
Their bond with the Wild runs deep. More than a simple getaway from the city, a momentary urban detox, it is a true quest for freedom. It infuses their whole existence, inspiring a renewed relationship to food, physical activity, time management or beauty rituals. It becomes a way of life, an unprecedented form of coolness and fulfillment.
A FRESHNESS FROM THE WILD
Fully embracing the evidence of gender equality, Davidoff Run Wild fragrances were simultaneously developed for both men and women. The design of these perfumes was entrusted to two teams of master perfumers endowed with the gifts of imagination and creativity. Blending carefully selected noble ingredients from remote corners of the world, they crafted unique fragrances that express premium naturality and a new olfactory identity: a freshness from the wild.
A FRESHNESS FROM THE WILD FOR HIM
The Run Wild men’s fragrance was developed by Alexandra Carlin and Pierre Gueros. These passionate travellers and trailblazers carefully assembled precious ingredients to create a new olfactory family for men, the first lusciously aromatic fragrance.
Blending more than six natural ingredients, the Run Wild men’s fragrance is an ode to a wild and authentic Nature. At its heart, wild lavender from the American Southeast delivers the incomparable freshness that constitutes the perfume’s signature scent. This ultra-resilient plant perfectly illustrates what Run Wild is about. In the most extreme climatic conditions, in arid soil, it manages to grow and thrive. Slightly salty and very fresh, it completely renews the concept of coolness.
This amazing essence is facetted with precious cinnamon from Madagascar. Collected deep in the bush from carefully selected trees, this rich spice is characterised by unique overtones of amber. Warm, almost incandescent, its rich aroma perfectly highlights the freshness of the wild lavender. Cinnamon also imparts a highly delectable quality to Davidoff Run Wild. Powerful base notes of fir balsam add an unabashedly virile touch. The precious golden resin symbolises the raw strength and vital energy that the Run Wild man draws from Nature.
A FRESHNESS FROM THE WILD FOR HER
The Run Wild women’s fragrance seamlessly combines Aliénor Massenet’s master perfumer sensibility and Emilie Coppermann’s couture style. It is a juicy fruity-floral composition based on an olfactory reminiscence.
The fragrance was inspired by the mouth-watering memory of a pistachio cream. This unlikely but brilliant accord offers a truly unique top note. Very creamy, highly delectable and slightly mischievous, the scent evokes freedom and sensuality. This green nut is facetted with ruby red pomegranate. The generous and juicy fruit creates an intense explosion of flavors, adding to the appetising quality of the pistachio cream.
This intense fruity overture is contrasted by blossoming floral heart notes. Among them, jasmine takes precedence as its lush and carnal scent infuses the Run Wild women’s perfume. The mesmerising white flower seamlessly blends sensuality and sophistication, fittingly reflecting the fragrance’s premium naturality.
SHADES OF GREEN
The bottle of the Run Wild men’s fragrance pays homage to Cool Water’s heritage. It retains the sleek and architectural lines of the iconic blue bottle. The heavy facetted glass and engraved metal cap are a token of premium quality and unrivalled elegance. The vivid and lively font of the logo recalls Davidoff Run Wild’s attachment to its instinctive nature. The bottle of the Run Wild women’s fragrance is a variant of its male counterpart. Their similitude reflects a sense of equality that leaves room for diversity. The lines are softer, more rounded and delicate.
The transparent bottles of the men’s and women’s fragrances reveal slightly different shades of green.
The choice of this color, seldom used in perfumery, was deliberate. Beyond the obvious allusion to Nature, it is a sign of unconventionality and freedom, a token of creativity and sophistication. The men’s fragrance displays a deep green shade, with rich blue overtones. The women’s perfume exhibits a lighter lime green. The outer boxes match this distinction. Both proudly exhibit the common Run Wild signature.
FACES FROM THE WILD
Run Wild may be Davidoff Parfums’ boldest project since the launch of Cool Water, thirty years ago.
As such, it will be promoted through an ambitious multimedia campaign.
Tobias Sorensen and Madison Headrick will be the face of the men’s and women’s versions of the fragrance. Both perfectly embody Davidoff Run Wild’s values and aspirations. Tobias’ powerful physique, rugged look and intense gaze convey a wild blend of strength and confidence. The signature scar on his cheek adds to his striking appearance. Even in the most refined attire, he retains a raw quality, an untamed presence that expresses a deep connection with Nature. Madison’s unique combination of grace and natural demeanor makes her the iconic Run Wild girl. Together, they form a stunning couple, totally in sync with their time and equally at ease on the bustling streets of a city or in the heart of the wilderness.
A QUEST INTO THE WILD
“Tired of the monotony of the city, RUN WILD is about escape. Free spirits drawn back to nature, returning to a striking natural landscape, revitalised by the freshness of the wild.”
Terence Neale, TVC Director
This versatility is perfectly illustrated by Davidoff Run Wild’s advertising spot. Artfully shot by acclaimed director Terence Neale, it depicts an impulsive and passionate quest into the wild. For a few hours, our heroes run away from the pressure of the city to go back to Nature. In an idyllic setting, they play, swim and unwind together, reconnecting with their inner selves. Terence Neale’s acute sense of cinematography enables him to convey both the intimacy of the moment and the majesty of the surrounding landscape.
The ad print shots by photographer Lachlan Bailey fit perfectly with Terence’s film. They showcase our heroes immersed in a waterfall. The luminescent green waters evoke the colour of Davidoff Run Wild. Their transparency and the subtle reflections of light on the surface are reminiscent of the fragrance’s glass bottle. Tobias and Madison are still wearing their clothes and it is obvious that they impulsively dove into the emerald waters without taking the time to undress. Their attitude illustrates a revealing blend of casualness and readiness. They seem relaxed yet alert, their eyes full of power and intent.
Are you ready to break free?
Will you dare answer the call of the wild?
EMPOWERED BY NATURE
Copyright The Duty Free Hunter 2019