In the 1980s, the now competitive market of men’s fragrance welcome a new scent that became a staple for many men: Drakkar Noir.
Created by perfumer Pierre Wargyne for Guy Laroche, the scent was distributed by L’Oreal Group, beginning in 1982.
An A lister from the beginning, Drakkar Noir’s tagline was “Feel the Power”, and its unique marketing campaign focused on its black bottle as well as the strength it would infuse in any man who used it.
The first print ad (shown above) showed a woman’s hand clutching a man’s wrist who held the bottle of Drakkar Noir.
With top notes of bergamot, rosemary and lavender and middle notes of cardamom and geranium, the dry down notes of vetiver, cedar and fir balsam, the unique combination made it a bestselling cologne.
Since its launch, the majority of print ads focus on strong men, perhaps with a woman, projecting strength and masculinity. Even Mr. T was used in a print ad and in tv commercials, the models were always sporty (archery) or rock stars.
Still popular in the 21st century, Drakkar Noir still evokes its strength through the classic black bottle, which hasn’t changed since its debut.