Recently named Latin Urban Artist of the Decade and nominated for 3 Latin Grammys, Daddy Yankee has joined forces with The Falic Fashion Group (FFG) to launch the Urban music and entertainment icon’s new fragrance for women, DYAMANTE. The launch follows suit of the successful 2008 debut of his men’s fragrance, DY by Daddy Yankee. The launch will take place exclusively in Puerto Rico and select stores throughout the U.S. in October 2010, and distribution will ultimately roll out across Latin America, including Argentina, Chile, Colombia, Mexico, Panama, Peru, Venezuela, etc.
DYAMANTE emphasizes the sophisticated and stylish side of a woman while inspiring the values, heritage and positivity that Daddy Yankee consistently represents. Created by Fragrance Resources, it radiates an alluring, feminine scent classified as a fruity, creamy wood that combines aquatic and botanical elements with natural fruits and spices. The notes of the fragrance, packaging, and advertising campaign embody the essence of Daddy Yankee – classy, sexy, fashionable, and charismatic. The product assortment includes the Eau de Parfum (EDP) in 3.4 fl. oz. / 100 ml size with a U.S. MSRP of $55. In addition,DYAMANTE offers a gift set (U.S. retail is also $55) that includes the 3.4 fl. oz. EDP spray, a 3.0 fl. oz. body lotion and a 3.0 fl. oz. bath and shower gel. Customers who purchase the 3.4 fl. oz. EDP spray will receive a colorful, stylish ladies’ DYAMANTE T-shirt with rhinestones – an attractive gift with purchase while supplies last.
FFG collaborated with luxury design specialist, QSLD, to create a trendy, innovative bottle and outer carton with an added bonus. The bottle includes a removable bracelet with diamond studs and the DYAMANTE logo — a jeweled accessory similar to the DY dog tag that accompanied the DY by Daddy Yankee Men’s fragrance.
The photo shoot for the advertising campaign took place on Haulover Beach in beautiful Miami providing a breathtaking backdrop to the chemistry between Daddy Yankee and Brazilian model Isabela Soncini. The media plan and promotional strategy will include magazine ads, billboards, newspapers, radio spots, and several personal appearances by Daddy Yankee. Additional collateral includes sample vial cards, DY blotter cards, posters, visual cubes, testers, and in-store displays.