It’s already hit the top spot of the best selling men’s fragrances in the UK and now that we’re in the frenzied run up to Christmas you can be sure that Paco Rabanne’s Invictus, which launched at the end of July, is going to be at the top of many a man’s festive wish list.
It’s success, of course, comes in the wake of a fragrance phenomenon – Paco Rabanne’s 1 Million. Since its launch back in 2008 1 Million has become the envy of fragrance houses worldwide. So popular has it become that, remarkably, a bottle is sold every five seconds. Such popularity isn’t without its drawbacks though. After all, how do you follow a fragrance that that’s become a modern classic and also a benchmark for commercial success in a notoriously fickle market?
It was this very question that I put to Paco Rabanne Vice President Vincent Thilloy when I met him in Paris a while back. “In truth we could not have imagined how successful 1 Million would become or how it would end up a market leader,” he told me. “Although I suppose key to its success was the fact that we took a risk with it, especially with the bottle. Few companies are willing to take real risks these days but the way I look at, it’s not taking a risk that’s the risk!”
Certainly, 1 Million‘s gold bullion bar bottle and the novel ‘trophy’ flacon of Invictus are both unlike anything on the market but according to Thilloy it’s still the ‘juice’ inside that matters most. “Having a great bottle is only part of the story,” he believes. “Ultimately, the smell of the fragrance is everything because you’ll only buy a fragrance again if someone says you smell great.”
So how does Invictus - a fragrance that was over two and a half years in development – smell? Well, if you haven’t tried it yet it’s at the other end of the spectrum to 1 Million. Where that fragrance is sweet, warm and sexy Invictus is fresh and sporty. Sure, it features earthy patchouli and warm woody notes but there’s a fresh ‘marine’ vibe (think the smell of ocean spray) and a slight metallic something going on there too. Fundamentally, though, it’s a fragrance of two halves.
“With Invictus we really wanted to create something that was fresh but not in a traditional ‘cologne fresh’ way – we wanted a fragrance that had two distinct sides to it,” says Thilloy. The beauty of this olfactory duality – and what differentiates it from 1 Million is that you can wear Invictus in the day and into the night, as the warmer base notes develop.
Paco Rabanne’s fragrances have always tapped into man’s most ardent aspirations. 1 Million was about a desire for wealth and the playboy lifestyle, Black XS was about wanting to be a rock star and Invictus is about being a champion. So now that this latest fragrance is firmly on the fragrance map what next? “I can’t tell you,” says Thilloy coyly. “But what I can tell you is that we’re already working on it!”