In a move that celebrates the core essence of its brand, Mercedes-Benz has introduced a new fragrance line entitled ‘Land, Sea, Air’ tailored specifically for men. This triad not only pays homage to the brand’s iconic three-pointed star emblem, but also represents its dominion over the three elemental realms.
Diving deeper, Mercedes-Benz’s historical symbol embodies three elements – land, sea, and air, symbolizing the brand’s engineering prowess. This same sentiment has been eloquently captured in their latest venture into the world of scents.
Priced at $115 USD apiece, these fragrances can be acquired directly from the brand or through exclusive retailers like Dillard’s, with plans to expand into Belk later in the year. On a global scale, the collection is set to make its presence felt in over 12,000 outlets.
Magalie Chauvin, the international marketing director at INCC Parfums, explained, “When we started to work on this project, the objective was to give a new start to Mercedes-Benz’s perfumes range in a unique and unexpected manner.” The collection isn’t just a blend of delightful scents; it symbolizes an evolved thinking in line with today’s sustainability-driven world.
Crystal Wood, who serves in the dual role of CMO and COO for the distribution group The PCA Group of Companies, shared, “For us, this collection is an elevated play – it fills a gap for rising [consumer] consciousness about sustainability and fragrance.” The brand’s eco-conscious approach is evident in their choice of packaging. For the very first time, Mercedes-Benz has embraced recycled glass for its fragrance bottles and has also incorporated aluminum caps. The outer sleeves are crafted from biodegradable paper sourced from algae. As Wood puts it, “Fragrance guests want to smell good and feel good, but they also want to do good.”
The artistry behind the fragrances can be credited to IFF master perfumer and 2023 Fragrance Foundation Lifetime Achievement Perfumer honoree, Anne Flipo. Delving into the composition, ‘Land’ exudes hints of cocoa shell, tonka bean, and patchouli; ‘Sea’ is a blend of violet leaf, tangerine, and seaweed; and ‘Air’ perfectly meshes armoise oil with citrusy notes and a touch of turmeric leaf.
Flipo’s philosophy on these fragrances encapsulates the essence of unity, “The novelty in this fragrance trilogy is the idea of layering. Much like the elements which coalesce seamlessly, these three fragrances, too, are intended to harmoniously blend, presenting a unified masterpiece.”
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