THE competitive fragrance market is hotting up, fuelled no less by the launch this weekend of cult denim brand Diesel's first fragrance.

Fuel for Life is the maiden collaboration between Diesel and French cosmetics giant, L'Oreal, and part of the latter's move to establish a greater presence in the crowded fragrance market. It currently carries fragrances like Ralph Lauren, Giorgio Armani, Cacharel and Guy Laroche under its Prestige Collection International (PCI) arm.

Without divulging figures, David Ennes, L'Oreal's general manager for the luxury products division (Asean and Singapore), says that its fragrance business 'is an important contributor and one of the fastest growing portfolios with double digit growth'.

'L'Oreal's growth strategy is to continue enhancing our portfolio of brands by introducing blockbusters that will exceed consumers' expectations,' he says of the plan to expand its PCI division in Singapore.

The launch of Emporio Armani Diamonds in January, for instance, received 'overwhelming response' from consumers, he says. It has become one of L'Oreal's most successful launches in the history of Emporio Armani's fragrances in Singapore.

'These new launches will allow us to enhance our existing foothold in the men's fragrance category and further penetrate territories such as the women's and youth segments,' he adds.

As for Diesel, the collaboration fits L'Oreal's strategic aim of consolidating its position as 'the world leader in fragrances', and complements its existing brand portfolio.

'The Diesel brand, with a worldwide appeal to young people, presents a very good opportunity for growth and brings a new alternative to classical luxury brands,' Mr Ennes explains.

Fuel for Life - which has scents for both men and women - are packaged in Diesel 'jackets' that reflect the heritage of the brand: an authentic vintage canvas for men and a pale ruffle of lace for ladies.

It also offers a unique customisation service. Available through the Diesel Pouch Bar Collection (an in-store experience from June/July) and the Fuel for Life Factory (online experience), customers can personalise their style by selecting a different look for the pouches that go with their bottle of fragrance.

Fuel for Life retails at prices ranging from $59 for a 30 ml eau de parfum (without pouch) to $102 for a 75ml eau de parfum (with standard pouch).

This article was first published in The Business Times on Mar 8, 2008.