Ralph Lauren is embarking on a new chapter in men’s fragrance.
The brand, best known for its long-standing Polo franchise, is introducing a Ralph’s Club New York Eau de Parfum, meant to serve as a “more elevated” scent offering retailing for $110 for a 60-ml. bottle and fronted by R&B musician Usher.
“It is our most ambitious launch in years,” said Charles Finaz de Villaine, global brand president of Ralph Lauren Fragrances, adding that the launch is part of the brand’s effort to “connect Ralph Lauren Fragrances to the next generation.”
While Polo is anchored in lifestyle and sport — the line’s most recent ambassadors have included the New York Yankees’ Aaron Judge and Formula 1 star Charles Leclerc — Ralph’s Club is rooted in music and dance, which represent “another key aspect of the American Dream,” Finaz de Villaine said.
Ralph’s Club New York
Courtesy
“Mr. Lauren has been inspired by musicians like Frank Sinatra and Fred Astaire, and we wanted to find who is the Sinatra of today — an American hero who encompasses the modernity of today’s society — and that’s Usher,” he continued, adding that the singer, who wrapped his recent “Past Present Future” tour in May, “will allow us to target the Millennial, 30-plus man, while also appealing to both men and women across generations and communities.”
As part of the Ralph’s Club campaign, Usher reimagines Sinatra’s “New York, New York,” bringing his own flair to the famous tune.
“There’s a natural synergy between me and Ralph Lauren Fragrances because we build worlds through style, emotion and storytelling,” wrote Usher in an email to WWD. “With this being my first fragrance campaign, I wanted to approach it the way I would an album or a tour — every detail had to tell a story — it was about curating a world that felt cinematic, elevated and authentic.”
The launch also breaks new ground for the brand from an olfactive point of view. “We’ve always been known to do classic, fresh fragrances, but for this one, we decided to embrace the trend of fruity fragrances for men,” Finaz de Villaine said.
Developed by Nadège Le Garlantezec and Shyamala Maisondieu, senior perfumers at Givaudan, the scent features top notes of blackcurrant and mandarin, with middle notes of lavender and sandalwood and a base of moss, fir balsam and bourbon vanilla. Its flacon blends the look and feel of a whiskey flask, with inspirations from New York’s Art Deco-style skyscrapers, which have long been a source of artistic inspiration for Lauren, Finaz de Villaine said.
Ralph Lauren’s Polo 67 Eau de Toilette, introduced last year, was a hit for the brand, according to the executive, and this year it added an eau de parfum version of the cardamom- and cedarwood-infused scent.
The brand’s renewed efforts to reach new consumers appears to be working: separate Piper Sandler and Boston Consulting Group surveys conducted this spring both showed that teenage boys rank Ralph Lauren among their top-10 favorite fragrance brands.
With this launch, the brand is doubling down on reaching young fragrance lovers.
“Our hero asset is the TV commercial with Usher’s song, but we’re going to arrive on TikTok with all of the unfiltered, behind-the-scenes assets — his raw recordings, him describing the scent, users will be able to replicate his choreography — we want to create a social big bang,” said Finaz de Villaine.
“We’re changing the recipe: new face, new bottle, new olfactive profile and a new way to craft a 360 campaign.”