Diesel, who introduced its men’s and women’s fragrances last year with a Prohibition-based teaser campaign, is jumping to the Roaring 20s for the new launch of its second women’s scent, Fuel For Life Unlimited. The fragrance will appear in European stores this September. A Diesel exec described the differences between the two women’s Fuel fragrances– Fuel For Life For Her "is more casual, for during the day, this one is more for special occasions." The perfumers were given a brief to emulate the craziness of the exuberant Twenties.
Lilly Pulitzer, after a half century in the retail business, is getting into the fragrance game with a scent trio (pictured above). Beachy, Squeeze, and Wink will be introduced in November. Owner, Lillian McKim Pulitzer Rousseau, has never been a fan of the scents developed for her brand saying, "They all stunk!," but now, she’s been convinced. Partially because her parent company, Sugartown Worldwide, worked in her own unconventional ways to develop the fragrances. According to WWD, rather than testing the waters with a single scent, the brand will
enter the category with three, which is a long-standing taboo in the
industry. Developer Allison Farn stated, "It made sense to start with a wardrobe of scents incorporating all the
things one associates with Lilly — the beach, citrus fruits and
whimsical florals." Sounds like Lilly to us!
Source: WWDSee the Top Ten Summer 2016 Trends for Women Over 40