IN CONVERSATION WITH Guillaume De Lesquen, Worldwide President, Ralph Lauren Fragrances and Nacho Figueras, Polo player and the face of Ralph Lauren

Lara Mansour   |   21-07-2015

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Supreme Oud is the latest fragrance launch. Tell us, what is so special about this perfume?

There are so many things that make it special. The world of Polo fragrances is as a whole, very special. It is a collection of different fragrances that are based upon and reflect the different facets and lifestyles of a man.

This new addition to the world of Polo’s wardrobe of fragrances also happens to be the first time that Ralph Lauren, an American brand, entered this area of Oud in a very unique way. The trend of bold and distinctive scents is very in right now. The uniqueness is in the quality of the scent as well. This new icon that we have introduced to the world of Polo is all about sophistication and elegance.

There is no doubt that this fragrance will appeal to this region. Tell us more about how will the other markets receive it?

People today are looking for something unique when it comes to fragrances. They are looking for fragrances that tell a story. Oud is becoming one of the key new ingredients within the world of fragrances. Outside the Middle East, people are looking for more robust and long-lasting fragrances too. As an American brand bringing an oud scent to the market, we really tried to do something special. We worked with a famous perfumer to try and bring something completely unique to the world of oud which is oversaturated in proposals. The perfume is very in sync with our brand. It’s a smoky oud that has a vibrant energy to it. It is also very comfortable to wear just as Ralph Lauren clothing is. Because of this, I think it could be accepted globally and become a success.

To what extent do you think it is important for fashion houses to play a role in the success of fragrances?

I think it is absolutely critical. If you look at the world of fragrances today, they key players are designer brands. Ralph Lauren has many things that make him unique.

“I am not a fashion designer, I am a movie director. My collections are about movies – I am telling a story. It’s all about lifestyle.” Ralph Lauren says. And that is exactly what fragrance is all about. We are telling stories with fragrances. We bring emotions with them, exactly like when watching a movie. The second important thing about the link between Ralph Lauren and fragrances is that there is no other designer that makes people dream. Ralph Lauren does not sell clothes – he sells dreams. Fragrance sells dreams as well. It allows you to be whoever you want to be.

How long did it take to develop the final scent?

Two years.

Has it been released globally?

It is going to be launched in the Middle East first followed by key cities around the world in March/April.

Who is the Supreme Oud Man and how would you describe him?

Well, it’s Nacho Figueras and he is sitting with us now. We always think of Nacho whenever we develop anything because he is the Man of the World of Polo. When we develop a fragrance for the world of polo, everything from its scent, advertising and merchandising has to include key value. These key values are and have always been “mysterious, magnetic and ultra-masculine.” The Supreme Oud man is exactly that. He wears a very memorable and noticeable scent that demands attention.

To what extent do you think the endorsement of a face for the brand or product is important?

It’s absolutely crucial. At Ralph Lauren, there is a criteria to follow when selecting the face of the brand. However, first and foremost, Mr. Lauren is the face of the brand. After all, he did invent this amazing world in 1967. He is the brand, the vision and the dream. He started from nothing and created one of the biggest empires in fashion. Authenticity is very important to Ralph Lauren which is why we decided not to hire a model but a real polo player. When we work with Nacho, we work with his entire family who are a part of the advertising, because it portrays a true story.

Nacho – how would you describe your relationship with the brand after so many years?

As a polo player, I grew up admiring the brand because of its polo player logo. I grew up wearing the Polo classic fragrance and loving it. I had a polo shirt that was given to me by my uncle and it was treasured and kept in my closet for special occasions. Twenty years later, I became this man that represented all those things that I admired. More importantly, I got to meet the man behind the brand – Mr. Lauren himself. He is a person that I admire and respect highly. Not just for what he has achieved as an entrepreneur but as a family man and a leader. I feel very blessed and honoured to be a part of all this – to be able to represent a brand that I grew up loving and working for a man I respect dearly.

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NACHO FUGUERAS, THE FACE OF RALPH LAUREN

 

And what do you personally think of the Supreme Oud fragrance?

Nacho: I absolutely love it. I feel that it is a wonderful addition to the Polo wardrobe of fragrances.

What challenges do you expect to have with the launch of Supreme Oud?

There are many challenges we could face. When you launch a fragrance, nothing is predictable. It could either be a success or a failure. Working with Ralph Lauren for seven years now, I’ve realized that the brand has a very clear vision and an even clearer way of expressing this vision. It is so consistent with what you see in stores, on the TV, magazines and online. If we stay loyal to the brand and what it stands for and succeed in expressing it in a product – there is bound to be success. That is the reason behind our huge success with the Polo fragrances.

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What’s the best performing fragrance for the world of Polo in the region?

Polo red.

Is there a specific age group that you are targeting with Supreme Oud?

I do not believe in splitting the fragrance market by age groups. On the contrary, this is very true when it comes to fashion. The intensity of this fragrance might appeal to an older audience however, things have been changing very fast and people desire more intense fragrances these days. I definitely see a person wearing this fragrance to a special occasion. What’s so great about the world of Polo is that you can play with the colours and scents and define your personality and mood.

What’s in the pipeline for the Polo world following Supreme Oud?

We are always working on ideas. That is the magic of fragrances. We definitely want the world of Polo to grow therefore we will be following the trends very closely. The launch of Supreme Oud will help us raise the bar of luxury and add further elegance and sophistication to the line. We are still developing and maintaining huge investments behind Polo Blue and Polo Red. In terms of development, we need to reach the same level of strength we have for men’s fragrances in women’s. We are definitely working on achieving that, as well.

Nacho, what are your tips for the gentleman that desires to be dapper and what is the best way to carry yourself in style?

When it comes to style, know that it has a lot to do with your personality. So, the most important thing is to feel very comfortable about yourself. Do and wear what is in your DNA and what makes you happy. The world of Polo fragrances is so great because it truly complements what I believe my style is all about.

Guillaume: I would like to add that I believe elegance is not always about how you dress. It is in the way you behave with your family, your colleagues, your friends, the poor and the rich. Behaving in an elegant way is what makes you very stylish.

 

Interviewed by Lara Mansour Sawaya

 

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