By Eric Brown
If you saw the remake of “Point Break” in 2015, then you know the Polo Red franchise’s new ambassador, Luke Bracey, who made an appearance at Polo Red Extreme’s launch recently at the Garage in Hell’s Kitchen. Polo Red Extreme is the latest release in the fashion house’s effort to rev-up its select fragrance lines with a new scent following Extreme Leather and Oud and Polo Blue parfum.
Luke Bracey is the new face of the entire Red pedigree, while Kenneth Guidroz, who was also at the kick-off, is Polo Red Extreme’s fresh face.
Guillaume de Lesquen, President of Ralph Lauren Fragrances Worldwide, said that Bracey was chosen because of his image in “Point Break,” a hero representative of the audience the film targeted, the extreme sports junkies. Polo, thus, was given inspiration for its “Formula-One” Red Extreme ethos.
The fragrance’s X-Games-hyped campaign commercial (or short film) was stylistically shot by famed fashion photographer and director of previous Polo fragrance commercials, Bruce Weber, starring Bracey, Guidroz, and model, Alyssa Miller.
Celebrities Sterling Shepard and Rashad Jennings of the New York Giants, Chris Weidman, (UFC Middleweight Fighter), and Jamie Erdahl (Reporter, NFL on CBS) also were in attendance for the launch.
Polo Red Extreme, according to Lesquen, is the most digitally-driven campaign in Ralph Laurence Fragrances history aimed at 18-30 yr. demographic. Expect interactive VR experiences at retail locations and rich, action-themed social media assets.
Master perfumer, Olivier Gillotin, who also designed other scents in the series, created Polo Red Extreme. In the scent’s epinephrine spirit, Gillotin chose coffee as its heart with red saffron and red sage. Top notes of blood orange, ginger, and pineapple are high-octane at first, but warm gently into the heart and black ebony wood and ambery woods accord and cocoa absolute base. The flacon completes the thrill-seeker in black matte with a glossy, red Polo icon.
Polo Red Extreme races to stores in February.
Available at select retailers next week or visit: Ralph Lauren