A Loud Fragrance Launch from Tommy Hilfiger

Designer Tommy Hilfiger has quietly dropped his All-American image to promote Loud, his newest men’s and women’s fragrances for Estée Lauder. Earlier fragrance launches featured blonde-haired, blue-eyed American models, while new ads for Loud feature models who appear more at home in the 1980s club scene.

Both Loud for Her and Loud for Him are built around rose and patchouli notes and were developed by Aurelien Guichard and Yann Vasnier of Givaudan. The women’s scent adds lychee to the rose top note, and finishes with patchouli, while the men’s juice is primarily patchouli with a hint of rose.

The scent will be available in about 8,000 doors in Europe. U.S. distribution is not final, although the fragrance is expected to be carried in about 500 department and specialty store doors.