Ralph Lauren is in the driver’s seat with his latest fragrance, Polo Red.
Inspired by the designer’s legendary luxury car collection and the resulting adrenaline rush, this men’s scent — due in wide release in July after previewing in Bloomingdale’s and Ralph Lauren stores this month — is a departure from earlier Lauren fragrances, which harness horsepower of an entirely different kind.
“With the launch of Polo Red, we are in the unique position of being able to capitalize on the loyalty and following of the thriving 35-year-old Polo franchise, while simultaneously attracting an entirely different type of consumer with an exciting product that is unlike any fragrance we have created before,” said Guillaume de Lesquen, president, worldwide, of Ralph Lauren Fragrances. “Polo Red is aimed at a new target audience for the Ralph Lauren Fragrances portfolio of brands, which includes the World of Polo, Romance and Big Pony franchises. We expect this to be a top-10 brand.”