A perfectly tailored new fragrance

The Concept
Everything in the connoisseur’s world is tailor-made.  His car is a prototype; his mobile is named after him.  Every detail is embellished with his monogram… but nobody knows.

Dunhill CUSTOM is the new signature fragrance from the fashion house.  It is the first initiative from dunhill to appeal to the connoisseur and features breakthrough innovation with a cap that can be customised.  The scent is expertly balanced with distinctively subtle notes of wood and spice that, just like well cut clothes, make it feel tailor-made.

With over 100 years of experience in the world of luxury, Alfred Dunhill’s history is sprinkled with exquisite products made to the specification of its most discerning patrons.  This experience and heritage is upheld by the dunhill Bespoke (Custom) tailoring service and now with its new signature fragrance.

The Scent
Distinctive and expertly balanced, dunhill Custom reflects dunhill’s own brand philosophy of stylish, masculine, sophistication and understated luxury built on tradition.

The crisp freshness of quintessentially English Pippin apple, in the top note makes it timeless and classic.  This harmonises perfectly with the intrigue and subtle sparkle of Spicy Black Pepper at its heart.  Finally, the unquestionably masculine base of warm Cedarwood and incense creates an elegantly, assertive fragrance.  The attention to detail applied, as if the fragrance is perfectly tailored to the individual, sets its wearer apart with sophistication and elegance.  It provides something special versus something every day.

“It is a perfect blend of classic masculine ingredients…” says Will Andrews, Fragrance Scientist from dunhill’s Fragrance Creation Team. “The main note of English Pippin Apple delivers a wonderful zingy freshness to the top note.  This is built further by the spicy black pepper at its heart which creates its intriguing masculine energy.  Its signature Incense and Woods make it warm and personable and the Apple gives a nod to English sophistication.  The ingredients are all timeless but have been beautifully blended to evoke the sensual discoveries of a refined and sophisticated modern gentleman on a sultry evening.  In fact, the construction of the fragrance echoes the attention to detail that a modern gentleman would apply to his pursuits any of the time.

Exquisite ingredients perfectly tailored together with all the technological aspects of the fragrance really makes for a quintessentially dunhill experience which completely conveys the feeling of understated luxury.  Not just a statement fragrance, it almost feels like a personal signature.”

Innovative CUSTOM design
The craft of dunhill is in the detail.  The iconic bottle is a classic form and beautifully complements the architecture of dunhill’s other fragrances to create the ultimate masculine luxury.  A solid glass flacon with square shoulders, clean lines and heavy monogram-embossed bottom base it has real weight.  The subtle grip on the sides reference Alfred Dunhill’s fascination with automotive and enable easy grasp.  The breakthrough innovative cap allows for expression of individual style or creates the ultimate gift.

The cap can be customised using the dunhill monogram service available at www.dunhill.com.  Consumers key in their desired monogram online and are sent an aluminium plate that has been hand engraved to their specification.  They can continue to use the original bottle cap or replace it with their personalised plate.  And, in keeping with the brand’s character of providing timeless quality and luxury, the monogrammed plate will fit on future dunhill connoisseur fragrance bottle designs.

The perfect symbol of personalisation, the iconic Alfred Dunhill monogram, adorns the front of the sophisticated black outer box – an exact replica of that sewn on to each dunhill bespoke shirt.  A slick modern graphic in contrasting white portrays the innovative cap functionality on the back panel.

The bespoke aesthetic comes through across print and internet advertising, as well as in-store.  The monogram icon features in all creative.  The print advert, elegantly shot by British Fashion Photographer, David Sims, features the epitome of sophistication and individuality and face of dunhill, model Ollie Edwards, wearing a bespoke dunhill shirt complete with iconic monogram.  The digital campaign is a slick stopmotion style step-by-step film showing how the bottle can be customised.

Product Range
Eau de Toilette: 50ml/100ml

dunhill CUSTOM: the perfect fit for the modern British gentleman.