Diesel and Common together to present the new male fragrance « Only the brave »

In creating a scent that represents the man who takes a stand, Diesel chose to collaborate with American hip-hop artist and actor Common.

Inspired by visionary artists, icons and rebels, Only The Brave is a fragrance about seizing opportunities and making a difference. Only The Brave boasts the determination and strength to overcome adversity and make a mark. The GRAMMY-winning hip-hop artist’s song « The 6th Sense » fully embodies the spirit of Only The Brave. Exploring what motivates a man and the challenges he faces, the song and the artist behind it encompass the qualities that make a brave man—determination, perseverance and principle.

Common is the author/composer of seven critically acclaimed albums and three children’s books. He has appeared in films including « Dave Chappelle’s Block Party, » « Wanted » and « American Gangster » and is also the founder of the Common Ground Foundation, an organization dedicated to the empowerment and development of urban youth in the United States. Through his foundation, Common inspires bravery in the next generation and gives tomorrow’s youth the strength to speak out.

Diesel President Renzo Rosso : « Common perfectly represents the spirit and energy of Only The Brave fragrance : passion, will and conviction. He’s in control of his own destiny and has made his mark in all of his pursuits, creating changes through every effort and every medium. »

« I’ve always thought Diesel was a progressive, fresh brand—it has a classic feel, but pushes the envelope, » Common explains. « I wanted to partner with Diesel because that’s really what I’m about too—to be an individual and an artist, it takes both bravery and courage. »

Featured in the dedicated print and television advertising campaign of the new fragrance, shot by world renowned photographer Platon, and developed in collaboration with the Diesel Creative Team headed by Creative Director Wilbert Das, Common will also perform at selected Diesel stores worldwide, including the Los Angeles one on Wednesday, May 20, 2009.

En français :

Une fragrance coup de poing pour la marque !
23 janvier 2009

Pour la première fois, Diesel va lancer un parfum masculin en solo. La marque nous avait habitué à lancer ses fragrances par couple, avec un jus féminin et un jus masculin. Cette fois-ci, la fragrance Only The Brave (le nom du groupe de Renzo Rosso qui comprend Diesel, Viktor & Rolf…), sera destinée uniquement aux mâles. Et lorsqu’on voit le packaging, on comprend tout de suite pourquoi. Pour le flacon, Diesel a reproduit un poing, plutôt massif, portant une bague à deux doigts, le bijou favori des rappeurs ambassadeurs du style bling-bling. La composition du jus tout comme sa date de sortie en France restent un mystère, bien gardé par la marque.