Abercrombie And Fitch: Are Their Colognes Worth The Hype?

Abercrombie & Fitch's colognes have been described as infamous and highly recognizable. The brand's signature scent, Fierce, was liberally sprayed in its stores and even blown through the stores' air-conditioning systems until 2017. The scent was reportedly so strong that it could be smelled in large parts of the surrounding streets or malls. Fierce was discontinued in 2017 and replaced with a gender-neutral scent called Ellwood. However, sales of Fierce have soared after a recent rebrand, which included a new bottle design and a more inclusive ad campaign. Abercrombie & Fitch also offers other colognes for men, such as Woods, Batch No. 46, and Revival, as well as body care products like body wash and deodorant.

Abercrombie & Fitch's cologne sales soar after a rebrand

Abercrombie & Fitch has seen a surge in its cologne sales following a strategic rebrand. The company's signature scent, Fierce, has been a commercial success, with sales figures reaching a five-year high after its relaunch.

The cologne's new look and inclusive advertising campaign have been pivotal in attracting a diverse range of consumers, including today's teens and millennial shoppers. The #FaceYourFierce campaign promotes a modern interpretation of what it means to be fierce, embracing sensitivity, diversity, and inclusivity.

The fragrance, known for its blend of marine breeze, sandalwood, and sensual musk wood notes, has been a defining feature of the Abercrombie & Fitch brand. However, the company's approach to in-store scenting, which involved liberally spraying the cologne throughout the day, created a polarizing experience for shoppers. The scent often permeated beyond the stores, filling surrounding areas with its potent aroma.

Abercrombie & Fitch's CEO, Fran Horowitz, has been working to reshape the brand's image since taking the reins in 2017. The recent rebrand of the Fierce cologne line included a new bottle design and a shift towards more inclusive marketing. The new advertising campaign features a diverse group of influencers, including mental health advocates, LGBTQ+ activists, and Malibu surfers who volunteered as firefighters.

The success of the rebrand demonstrates the power of inclusive marketing and a more nuanced approach to brand image. By discontinuing its aggressive in-store scenting practices and embracing a more inclusive vision, Abercrombie & Fitch has not only revived its signature cologne but also reconnected with modern consumers.

The scent of Fierce cologne is iconic

Fierce is an aromatic aquatic fragrance for men, featuring an irresistible blend of marine breeze, sandalwood, and sensual musk wood notes. The cologne is described as "perfect for every day" and is designed to complement your personal style, much like your favourite t-shirt and jeans. The scent is so iconic that it has remained unchanged, even as Abercrombie & Fitch have worked to rebrand Fierce with a new, more inclusive image.

The new ad campaign, #FaceYourFierce, explores "the modern notion of what it means to be fierce through a sensitive, diverse and inclusive lens". The campaign features a diverse set of faces, including mental health advocates, LGBTQ+ activists, and a group of Malibu surfers who volunteered as firefighters. This new direction for the brand seems to be paying off, with sales of Fierce cologne soaring and achieving their best results in five years.

The iconic scent of Fierce has become so popular that Abercrombie & Fitch have expanded the range to include Fierce personal care products such as body wash and deodorant, as well as home fragrance products like candles and room spray. So, whether you're on the go or relaxing at home, you can always be surrounded by the unmistakable scent of Fierce.

The #FaceYourFierce ad campaign is inclusive

Abercrombie & Fitch's #FaceYourFierce ad campaign is inclusive in several ways. Firstly, it features a diverse range of models, including professional athletes, artists, entrepreneurs, LGBTQ+ activists, and other inspiring figures. This diversity extends to body types, with the campaign featuring people of different sizes and shapes, reflecting the brand's embrace of the body positivity movement.

The campaign also includes people from various backgrounds and identities, such as Paralympic gold medalist Scout Bassett, LGBTQ+ advocate and soccer star Megan Rapinoe, model and actor Michael Robert McCauley, transgender model and advocate Leyna Bloom, performer Fernando Casablancas, and body positivity influencer Halle Hathaway.

The #FaceYourFierce campaign aims to empower and inspire customers by sharing stories of self-empowerment, determination, LGBTQ+ equality, gender equality, and overcoming obstacles. The campaign's message of inclusivity and diversity is a significant shift from the brand's previous "exclusionary 'cool kid' image," where its ads and employees conformed to a very specific type.

The #FaceYourFierce campaign is part of Abercrombie & Fitch's initiative with The Trevor Project, the world's largest suicide prevention and crisis intervention organization for LGBTQ+ youth. The campaign features LGBTQ+ activists and ambassadors for The Trevor Project, with the goal of sending messages of hope and support to LGBTQ+ youth in crisis.

The campaign's inclusivity is not just limited to the people featured in it but also extends to the fragrance itself. While the scent of Fierce cologne remains unchanged, the campaign and its diverse cast promote the idea that the fragrance is "Made for everyone. Perfect for layering," showcasing that the cologne is suitable and appealing for a wide range of consumers.

Fierce Intense is an aromatic aquatic fragrance

Fierce Intense by Abercrombie & Fitch is an aromatic aquatic fragrance for men. It was launched in 2014 and has top notes of watermelon and marine, heart notes of sage, ginger lily, and wheat extract, and base notes of cashmere woods and musk. It is described as a deeper, longer-lasting version of the original Fierce cologne, with improved performance and longevity.

Fierce Intense has received generally positive reviews, with many people noting that it smells similar to the original Fierce but with increased longevity and sillage. Some reviewers mention that it is a versatile fragrance that can be worn all year round and is suitable for both casual and formal occasions. It has been described as a "dumb reach shower gel blue scent" and a "safe, mass-appealing pick-up".

However, there are also some negative reviews, with a few people finding the scent underwhelming, dull, or generic. Some reviewers mention that the price is too high for the size of the bottle, especially compared to other fragrances in the same price range.

Fierce Intense appears to have been discontinued by Abercrombie & Fitch, but it is still available for purchase through third-party retailers.

Abercrombie & Fitch colognes are perfect for gift-giving

Fierce was relaunched with a new, inclusive ad campaign and a diverse set of faces to promote the product, including mental health advocates, LGBTQ+ activists, and Malibu surfers who volunteered as firefighters. This new direction seems to have been well-received, with sales of Fierce cologne soaring and achieving the best sales in five years.

The Abercrombie & Fitch cologne collection offers a range of sizes, from 1.0 oz to 6.7 oz, and various formats such as sprays, rollers, and gift sets, making it convenient for gifting and personal use. The colognes are designed to complement one's style, and the brand also offers personal care products in the same scent, such as body wash and deodorant, allowing the wearer to be surrounded by their favourite scent wherever they go.

In addition to Fierce, Abercrombie & Fitch has other cologne options, including Fierce Confidence, with notes of zesty bergamot, white amber, and earthy musk, and Fierce Night, an aromatic and zesty fragrance with notes of sensual musk, sandalwood, lavender, and bergamot. For those who prefer a more classic scent, the brand offers Woods, a light and breezy blend of rosemary, birch, clove, and cedarwood, reminiscent of the 90s.

With their memorable scents, versatile wear, and inclusive branding, Abercrombie & Fitch colognes are an excellent choice for gift-giving, special occasions, or simply treating oneself.

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