With the launch of Tom Ford Beauty’s 133rd fragrance iteration — a men’s fragrance called Bois Pacifique — the brand is pivoting. Rather than leaning into its ‘sex sells’ marketing slant, made famous by its popular Vanilla Sex, Lost Cherry and Black Orchid scents, it’s taking cues from the wellness industry.
Bois Pacifique, crafted with notes of sandalwood, cedar and oakwood, is inspired by Big Sur. Actor John David Washington, son of Denzel Washington, has been tapped as its ambassador in a campaign set to debut on 9 January. The approach to the campaign had nothing to do with sex or seduction, as is typical for founder Tom Ford’s fragrances, but rather “the pursuit of inner peace” as Washington puts it. He’s the brand’s second-ever male celebrity ambassador, after Joe Alwyn.
