Diesel
Spirit of The Brave
The new Diesel men's fragrance Spirit of The Brave. 2019 is not a year like any other for the house of Diesel. Indeed, it celebrates the anniversary of one of its most famous perfumes: Only The Brave.
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Created in 2009, this fragrance is a symbol of conviction and confidence that immediately won over men and currently ranks as the house's best-seller. To mark its 10th anniversary, Diesel decided to create a brand new flanker, in collaboration with one of the most popular athletes on the planet: Neymar, the famous PSG forward. Not content with simply being the face of the campaign, the young man also actively participated in the creation of this fragrance. Focus on Spirit of The Brave!
Spirit of The Brave, a perfume of determination
Spirit of The Brave is a perfume that further amplifies the message conveyed by its predecessors. It depicts the portrait of a determined and accomplished man, with enough courage to achieve great things in his life. For Neymar, who took part in important decisions concerning this perfume, this fragrance had to be bold, in keeping with what he loves. I wanted a perfume that tells my own story, he says, and that shows what the word courage means to me. Of course, this partnership with the former FC Barcelona winger is also a good marketing move for Diesel, which secures with him, and his 250 million followers, worldwide fame, especially among millennials.
The lively, energizing scent of Spirit of The Brave
Spirit of The Brave is a perfume that seems designed for athletes. It gives them a lively, fiery energy, capable of amplifying a man's power with a single breath. At the same time, Spirit of The Brave is also a very green perfume, whose heart is inspired by a Brazilian forest, Neymar's native land. At first, Diesel's Spirit of The Brave opens with the freshness of bergamot, a zesty, tangy citrus. Galbanum, for its part, appears greener and more resinous. It paves the way for a woody heart of cypress and fir. Labdanum cistus resin then lends more character to this fragrance in its base, while tonka bean softens the whole.
Diesel's famous fist meets Neymar's lion
As for the bottle, here too, Diesel's world has clearly crossed paths with the footballer. Indeed, Diesel's glass fist is now decorated with a lion's head, a tattoo proudly worn by Neymar on the back of his hand. Through this choice, the house wanted to retrace Neymar's life by drawing inspiration from his tattoos, explains Guillaume de Lesquen. His body is covered in drawings and mantras that remind him of his friends, his parents, his loves, his son. There is something in the tattoo that relates to the perfume, in this connection to the body, to sensuality, but also to animalism. The whole now comes in a black and gold color duo.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
Diesel enlists Neymar Jr for its perfume!
Only The Brave is one of the most famous perfumes of the house of Diesel. A symbol of conviction and confidence, it immediately won over the hearts of ambitious men upon its release in 2009. It has therefore been exactly 10 years since this fragrance has been giving them the energy needed for their own fulfillment. To mark this anniversary, Diesel decided to create a new variation of its scent and to communicate around a message of bravery. Its new perfume Spirit Of The Brave is showcased in an incredible advertisement, featuring a world-famous face of the campaign: the famous footballer Neymar. So, how about learning more about his personality?
Diesel makes bravery one of its greatest values
Diesel is a house followed both for its elegant yet deceptively relaxed style, its very assertive scents, as well as its very youthful, trendy spirit. However, with Spirit Of The Brave, and as the name of this new fragrance suggests, the emphasis is on bravery. We moved from a motivational discourse to a personal development discourse, explains Anne Machet. Success is admitting one's fears in order to better overcome them. It is a very universal vision of resilience. We chose Neymar Jr for this new perfume because his optimistic and joyful personality appeals to us greatly and embraces the brand's values. He is, moreover, a very determined personality. Neymar actively participated in the creation of this new perfume. He did not just settle for being the face of the campaign. So it is all his determination that can be found in this fragrance, both in olfactory terms and in the visual of its bottle or in terms of communication. The perfume had to be bold, in keeping with what I love, explains Neymar. I wanted a perfume that tells my own story and that shows what the word courage means to me.
Neymar Jr bares his body and soul in a new advertisement
In this advertisement, set to the instrumental song The Runner by Zack Hemsey, from the 2017 album Nomad, Neymar gives us several glimpses into his life, drawing inspiration from his tattoos. Indeed, he has 70 drawings on his body, each of which evokes a specific moment in his life, a trial or an event that marked his existence. While Neymar is one of the most scrutinized personalities on the planet, he is also the target of much mockery. Yet he manages to maintain a certain self-deprecating humor, and to take a step back from what is said about him. Here, he distances himself from this sometimes superficial image to tell us more about his private life. Spirit Of The Brave is the symbol of bravery, which, according to him, consists of never taking oneself too seriously, never stopping playing even in the face of one's greatest fears.
Neymar, a promising strategic choice for Diesel
Of course, the choice of Neymar is far from having been made at random. While his personality fits perfectly with the philosophy of this new perfume, it must be acknowledged that he is also one of the most followed personalities on the Internet, ranking third just behind Cristiano Ronaldo and Justin Bieber. Of Brazilian origin, Neymar is currently a forward for the Paris-Saint-Germain club. Diesel has nothing but praise for him and considers that he is a media outlet in himself. In fact, each of his messages is heard by 250 million people! Neymar therefore promises to secure the notoriety of this new fragrance, especially among the younger generation, a target highly sought after by luxury brands.
The other players behind Diesel's advertisement
Not content with securing one of the best faces of the campaign on the planet, Diesel also surrounded itself with other talents in the field of communication. The advertisement for Spirit Of The Brave was produced by one of the best agencies: Buzzman. Founded in 2006, this company has already worked for more than a hundred brands, earning it over 330 awards! Neymar was also photographed by Mark Zibert, a famous photographer whose reputation soared thanks to a campaign for Nike, followed by an advertisement for Adidas during the Beijing Olympic Games. Finally, starting next September, Diesel will develop a hashtag #wearethebrave bringing together numerous influencers who will try to express what bravery means to them.
Spirit Of The Brave, a highly masculine, woody, and energizing perfume
As for the perfume Spirit Of The Brave itself, know that it is a very lively, energizing, and woody fragrance. Relying on olfactory contrasts, Spirit Of The Brave proves just as fresh as it is resinous. It opens with the tangy lightness of bergamot, before evolving toward a more masculine heart of cypress and pine. This very woody, green breath also evokes the scent of a Brazilian forest, Neymar's native land. Little by little, Spirit Of The Brave becomes smoother and more sultry. It ends with a milky sweetness of tonka bean, enriched with labdanum.
As for the bottle, Spirit Of The Brave still comes in a clenched fist-shaped bottle, on which sits an oversized ring bearing the name Diesel. Indeed, this is the signature of the entire collection. For the occasion, the whole is reimagined in two shades, black and gold. A lion is also drawn on the surface of Diesel's hand. In fact, this is also the tattoo Neymar wears on the back of his hand. The footballer confides that this is one of his favorite tattoos. The lion is not just any animal. He is the king of the jungle, himself also a symbol of bravery.