Primo

Primo by Trussardi is a Aromatic Fougere fragrance for men. This is a new fragrance. Primo was launched in 2024. The nose behind this fragrance is Violaine Collas. Top notes are Maple syrup, Lava, Mineral notes and Grapefruit; middle notes are Tonka, Pimento and Bourbon Geranium; base notes are Sandalwood, Patchouli and Cedarwood. THE FRAGRANCE OF A NEW DAWN Obsidian, coal, earth, rocks, crystals, the stormy sea, and the fiery dawn on a volcanic island. Emerging from the core of the earth is a primitive and powerful treasure: Trussardi Primo. A tribute to resilient masculinity, it is powerful, explosive and simultaneously the precursor of a new olfactory saga. It is the dawn of a new day, full of promise. The man imagined by the Trussardi maison is intrepid and confident in the future, a pioneer in a new world. Trussardi Primo rewrites the codes of men's perfumery starting from the courageous and innovative olfactory pyramid to the packaging, a work of art with a green heart. The composition is like a flower warmed by the first rays at dawn: it opens slowly and celebrates the daily miracle of rebirth with its fragrance. Its bold, virile notes evoke the freshness of the sea air mixed with the heat of volcanic lava, creating a unique olfactory harmony that reflects the duality of the island itself: the untamed power of nature and the beauty of its landscape. Wearing Trussardi Primo is like wrapping yourself in a cloak of courage and confidence, ready to face any obstacle. Trussardi Primo is the invitation to embrace the light of day with primitive, powerful energy. It is the exhortation to discover your inner strength and potential. Trussardi Primo is an unexpected fougère with a persistent sillage and "noir” nuances obtained from an accord of bergamot, geranium, musk, lavender, vetiver, and tonka beans. The liquid contains organic ingredients from Italy, extracted with highly technological processes that respect the characteristics of the raw material in order to capture every olfactory nuance. Here is how perfumer Violaine Collas describes it: "The last time I was in Sicily was immediately after an eruption of Mount Etna. It was a truly inspiring scene that compelled me to recreate a similar sensation: the sensation of heat, like that of an eruption of incandescent lava. This image gave me the idea of using a maple syrup accord, super addictive with its golden nuances. I also wanted a dash of pepper to convey a sensation of danger and restore the hypnotic beauty of the volcano, intertwined with a dark, mineral black lava accord. Thus, a warm and sexy fragrance was born." THE BOTTLE AND PACKAGING At the center of a volcanic island, shrouded in the mists of dawn and surrounded by a tumultuous sea, stands a totem-like bottle, a work of art in glass with iridescent nuances that start from black, so typical of the night, and veer towards a shade of red that tinges the early hours of a new day. Like a reflection of dawn that slowly rises on the horizon, the bottle mesmerizes with its chromatic metamorphosis, conveying the promise of a bold, new beginning. The glass bottle, substantial in weight and compact to the touch, transmits a sensation of power and solidity as a tangible sign of the wearer's inner determination. Like lava that runs down the sides of the volcano and carves out the landscape, the glass is transformed into an elegant and sculptural swirl that captures the essence of primordial fire. The design of Trussardi Primo is a revolution in packaging for perfumery, thanks to a few elements like the threading under the dispenser and the reusable magnetic cap. Solid, refined and refillable, the bottle combines high-level ecological green solutions without compromising its aesthetics. All components are non-toxic, recyclable or reusable. Likewise, the refill bottle follows the same ethics and aesthetics. The Trussardi Primo box is made of recyclable materials like FSC paper from forests managed according to rigorous environmental and social criteria. It echoes the same colors of the bottle with gradient shades passing from black to red and features embossed lettering with a vinyl finish. "I'm excited by novelty. I believe that people who seek new things are unwilling to repeat what they've seen before...” Fabien Baron. For over three decades culminating in illustrious accolades and awards, Fabien Baron has dominated the industrial design landscape with a proactive mind and unparalleled creativity, defining the success of some of the most prominent global brands. His boundless artistic conception unfolds through myriad facets, drawing from art to nature. During his career, Baron was the catalyst for the revival of famous magazines and brands, and he also created his own furniture line. Baron embodies the immense fervor that only true masters possess, shaping ideas and projects and making them a reality. For Trussardi Primo, he curated the design of the bottle and packaging, paying great attention not only to the aesthetic aspects of the latter, but also to its environmental impact. ADVERTISING CAMPAIGN – THE CONCEPT An epic, nocturnal escape in search of oneself in the volcanic landscape of Lanzarote, the lava island. Dark rocks and wild nature, majestic and exciting, are the backdrop of this primitive night. The mystery of nature demands respect, contemplation, and total dedication. The senses expand between the images, visions, smells, and sounds of a captivating and evocative night. It inebriates and confounds, but also sends signals that transform into symbols for the protagonist's journey guided by the stars and the light of the imminent dawn. The shadow of a man accompanied by his noble greyhound merges with the landscape in a deep connection with the surrounding natural elements.