According to Women’s Wear Daily, the Italian denim-wear brand Diesel needs to amp up their women’s business “following a long period where it became heavily reliant on men’s sales”. Expect to see higher prices, better fabrics, more shoes and bags, and a more feminine look. Also key: Loverdose, their latest fragrance and part of their overall strategy to attract “a somewhat older customer than before, between the ages 25 to 55, with a sweet spot of around 30.”¹

The ad copy for Loverdose is mostly about sex — quelle surprise! — with a splash of rock ‘n roll: yes, sex sells, apparently, whether you’re 15 or 25 or 35. Loverdose is meant to be a “beautiful but deadly narcotic for the senses” and reportedly it includes molecules that “stimulate the hypothalamus, the part of the brain that induces attraction and desire”.² If it all sounds like the usual fragrance marketing fol-de-rol, luckily, the floriental juice has the same sense of humor as the television commercial, which features model Ashley Smith in a series of more-comical-than-sexy scenarios, and ends with her boyfriend not bothering to wake up when she comes home and kisses him.

Loverdose opens sweet and fizzy…

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