Paco Rabanne, the fampous brand owned by Barcelona-based Puig Beauty & Fashion Group, will introduce Black XS scent as a follow-up to its 1993 XS men's fragrance.

Black XS targets a younger consumer, aged 18 to 25 years old, compared with XS' core consumer, who is about 35.

"It's the man of the 21st century, explained a la Rabanne," said Vincent Thilloy, international marketing director at Paco Rabanne Parfums. "He's a sensitive bad boy."

To illustrate such duality, the word "black" on Black XS is written in gothic lettering and is intertwined with roses on the scent's tall black bottle.

The Black XS flacon, which is of heavy glass decorated with vertical grooves, is topped with a black flip-top cap.

Black XS campaign features model Will Chalker.

"In the visual, we wanted to show the very sensual side of the Black XS man, but also the bad boy side," said Thilloy.

Black XS' juice, a fresh sensual woody, was concocted by Olivier Cresp of Firmenich. It features top notes of Calabrian lemon, kalamanzi, tagete and sage; heart notes of cinnamon, tolu balm, black cardamom and praline, and base notes of palissandre wood, black amber, patchouli and ebony wood.

The fragrance will be introduced at the end of July in France and will be launched internationally in September through October.

Photo: fragment of the original Paco Rabanne XS campaign. 

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