A*Men Pure Energy

A*Men Pure Shot (now A*Men Pure Energy) is a fragrance for champions, to be enjoyed like a magnificent energizing cocktail.

A*Men Pure Energy: the fragrance of every challenge by Thierry Mugler

The year 2012 was a year of great sporting feats, most notably of course the famous London Olympic Games. During these new Olympiads, certain athletes distinguished themselves as much by their feats as by their remarkable strength of character, and it is precisely these strong human qualities that would serve as the source of inspiration for the new flanker of A*Men, A*Men Pure Shot.

A*Men Pure Shot was meant to be the fragrance of achievement, the fragrance of ultimate challenges, one that through the strength of its performance-boosting sillage would give men the strength to push their limits. Quite naturally, the Mugler house chose to have this fragrance embodied by the athlete who, at the time, best defined this athletic and courageous man: paralympic champion Oscar Pistorius.

The athlete was a model of fighting spirit and courage, having managed to turn his disability into an invincible strength. Indeed, Oscar Pistorius lost the use of both legs at a very young age, which did not prevent him from becoming the most decorated sprinter in his category. Thierry Mugler said of him: Oscar opens the way to a new profile of modern hero: an atypical personality, asserting himself beyond anything one could imagine.

Thus it was this athlete who would be the face of this fine limited edition, A*Men Pure Shot. Both visuals and advertisements were directed by Thierry Mugler himself, and the futuristic staging proposed by Ali Mahdavi was absolutely breathtaking. The result matched the scale of the achievements.

And yet… In 2013, Oscar Pistorius was accused of murder. The hero had fallen. Out of respect for the victim’s family in the face of this tragedy, the Mugler house decided to withdraw from circulation all campaigns made with Oscar Pistorius, including the one shot for A*Men Pure Shot. This certainly explains why the fragrance is now known under the name A*Men Pure Energy.

A performance-boosting fragrance named A*Men Pure Energy

A*Men Pure Energy does not hesitate to borrow the beautiful square flask of its predecessor A*Men, which was moreover designed by Thierry Mugler himself. This time, A*Men Pure Energy is clad in an immaculate white rubber “skin” paired with the beautiful star, which is highlighted like a talisman of energy through its electric blue.

A*Men Pure Energy opens on a jolt-like accord composed of icy mint punctuated by aromatic and powerful juniper berries. In the heart, one has the pleasure of discovering the adrenaline accord, which reveals itself to the senses like a spicy jolt of white pepper and cardamom. Finally, the achievement accord propels its sensual, woody waves of patchouli and sequoia.

Despite major communication difficulties, A*Men Pure Shot, later renamed A*Men Pure Energy, was a great success for the Mugler house. Its intense and original freshness made this now-rare limited edition a fragrance particularly appreciated by men.