Diesel launches milk-based fragrance across the globe

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MILAN -- BBF Cosmetiques of Lodi is mounting a global print campaign to support the launch of Diesel Plus Plus, a new fragrance duo from Diesel Fragrances, which not only contains an unusual ingredient, milk, but is also unisex.

The 13-item fragrance and bath range is distinguished by masculine and feminine labeling so that individuals can choose the scent that best matches their personality or mood of the day.

Produced and distributed by BBF, the products launched in the U.K. in September and will now roll out to Italy, Germany, Austria, Holland, and Scandinavia.

German ad agency Pickl created the global print campaign that broke in the German edition of Vogue in October and will roll out to other European markets in line with the launch program. Photographed under water, it drives home the milk theme by depicting two naked models with ultra-white skin and hair.

A March 1998 debut is scheduled for the U.S. in Diesel Superstores and department stores, including Bloomingdale's and Macy's.

According to a company spokesman, "It was difficult working with milk, but this is not a classic perfume." The range incorporates milk extracts, proteins, vitamins, and calcium, to reflect Diesel's "Successful Living" philosophy.

Bath products are pure white in color, as are the plastic containers. The eau de toilette bottles are made of white frosted glass and packed in silver-colored boxes, like traditional milk containers and decorated with etchings of cows. All products carry the Diesel Plus Plus label in bright red and are stamped either masculine or feminine.

Copyright October 1997, Crain Communications Inc.

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