It’s apt that a company named Nautica (a Coty brand) is releasing a water-based, “aquatic” perfume called Oceans; however, the big story is not the smell of Nautica Oceans, but the way the fragrance is made. Nautica Oceans uses a patent-pending micro-emulsion technology developed by perfumer Michel Mane (Mane USA) that “allows for a concentrated oil load of up to 20 percent to be built into water-based fragrances” (water-based scents usually only have 2-3 percent oil in the formulation).1 Nautica Oceans uses a 10 percent oil load and Nautica has exclusive use of the Mane technology for two years.
Nautica Oceans has impeccable green credentials: its ingredients and packaging are biodegradable (the fully recyclable outer carton is made from 30 percent post consumer recycled fibers and is produced with wind energy in a carbon neutral facility) and Nautica supports Oceana.2 (The only non-green aspect to Nautica Oceans is its two-year exclusive rights agreement with Mane — why not let as many perfumers and fragrance companies as possible use this “cleaner” perfume technology?)3
Nautica Oceans contains ocean air, lemon tonic, sea salt rose, lavender reef, geranium, amber crystals, teak and Regatta Accord. What does Nautica Oceans smell like? I could respond in two ways:
POLITE
Nautica Oceans is a classic aquatic sport fragrance.
OR
BLUNT
Nautica Oceans is yet another in a long line of aquatic sport fragrances.
Nautica Oceans opens with ozone and synthetic-smelling citrus notes and ends with the scents of light ‘wood’ and thin musk. Sandwiched between the predictable top and base of the scent is the interesting “Regatta Accord.” This accord was developed using Mane USA’s “Jungle Essence” headspace technology — ”an actual piece of a sail was distilled from the world’s No. 1 racing yacht…this singular essence was replicated through perfumery and incorporated into the Regatta Accord.”2 What I believe to be the “Regatta Accord” appears briefly and smells salty-sweet — like sea-water-saturated hemp ropes drying in the sun. Why didn’t Nautica run with that Regatta Accord and weird-up the aroma of this otherwise innovative fragrance?
On my skin, Nautica Oceans lasts as long as alcohol-based fragrances; the juice looks thicker— almost the consistency of maple syrup. Oceans’ water-based/alcohol-free formula may be easier on our bodies too (alcohol can dry out and irritate skin).
Nautica Oceans’ bottle was inspired by a signal flag and its cap looks like a sailboat cleat. Nautica Oceans is available in 50 and 100 Eau de Toilette sprays ($65-$49) and assorted grooming products.
1 Women’s Wear Daily, 11/21/08.
2 Nautica Press Release, “Wave of Change,” LaForce + Stevens, Dec. 2008
3 Nautica Oceans’ water-based formula contains a lower percentage of volatile organic compounds than alcohol-based fragrances. (via LaForce + Stevens)
42 Comments
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Very interesting behind the scenes information. Very boring sounding product!
Yep, for ME,a yawner.
It is disappointing that such new technology was not used to create something really unique. The model in the ad looks like he just escaped from some Somali pirates who stole his Nautica – and the lower half of his sailor suit. If you look closely, you can see them hanging over the edge of their newly purloined yacht, shouting “We agree with Kevin! You can have you boat back for 100 bottles of “Equipage”!”
Dzingnut: I’m leaving models alone for awhile…bad releases are not their fault after all! HA!
I had noticed that it appeared he had escaped sans his britches. However I was refraining from comment, lest anyone think I found the model way more interesting than the fragrance.
Daisy: his pants are hangin’ WAY low…but they’re there!
sheesh Kevin, don’t ruin it for me! So far that was the only thing about this that was mildly interesting!
Yeah, the only thing I wanted know on this one was whether they sold the guy separately.
Lowriders or not.
Although I don’t suppose the CEO would like that much. (But he was diggin’ on that Charlize Theron J’Adore commercial where she’s flinging clothes as she stalks through the house, so I feel somewhat justified.)
are they pants or just manties? lol
‘Manties’ – brilliant! At long last, an acceptable way to refer to my son’s undergarments.
I don’t know why they use almost naked guys to sell fragrances to other guys.
I wish the fragrances ads could give more insights about the fragrance like this Terre d’Hermès ad:
http://perso.numericable.fr/~mmichelemi97/michelmespubs/ListeH/Hermes39.jpg
Or at least include some naked girl like this (Gucci Envy for men and women: http://perso.numericable.fr/mmichelemi97/michelmespubs/ListeG/ListeP48.jpg
Rafaelolg: A quandary indeed. First, there are lots of people who could care less who is advertising a scent…the bottle, the brand, the “scene” may influence them more than the model. For those who DO look at the model, there are of course gay men who like a handsome half-naked man in an ad occasionally…and straight men, well, advertisers expect straight men to look at a good looking male model and think: “Hey…I can look like that…his shirt (haircut, tan, navel ring, pecs, boat) looks good and if I dress like him (groom myself like him, work out at the gym like him, get a tan like him, buy a boat like his) girls will go nuts!” And then there are the women who love the model and buy the scent for their beaus. Advertising is complicated!
Love your story…it really applies to the ad…
Love the story about the technology, but yes, the scent itself sounds boring, and this coming from someone who loves a spritz of Acqua di Gio from time to time.
What exactly does that mean “lower percentage of volatile organic compounds”? Is that meant to be a plus in some way? Any chemists in da house?
I think these are mostly industrial solvents—at least I’ve seen notices about VOC’s on paint cans….as I paint inside my house and breathe plenty of them in….
Joe: volatile organic compounds are bad…
http://www.epa.gov/iaq/voc.html
ACCKK!
The bottle is brillliant. Love the guy in the ad. Hairless chest, no crotch shot. Very tastefully done. Yummm! Since I am a big fan of aquatics, I will probably like this one. I object to women’s fragrances that purport to be marine like Beach by Bobbi Brown, Dune and Lys Mediterranee because they don’t smell like the ocean at all and are very strong. The men’s aquatics are much better!
Celestia: if you love and wear men’s aquatics…I’m guessing you have something JUST LIKE THIS in your stock already…though maybe not as “healthy” and “green.”
Bless the model’s excellent genetic pool: it’s Errol Flynn’s grandson Luke. Here’s the HQ scans for you:
http://www.ohlalagallery.com/so-chic/luke-flynn-for-nautica-oceans/luke_flynn_nautica_01/
Actually, could this be a trend? Isabella Rossellini’s daughter Elettra and Ernest Hemingway’s great-granddaughter Dree (yup, Mariel Hemingway’s daughter) are both models now.
A descendant of the dashing, elegant (if a bit brainless) Errol Flynn? Now I know why I immediately thought of derring-do.
I went to college with another descendant of Errol’s, and he was almost as gorgeous.
Patent-pending doesn’t actually mean anything in and of itself. you can file a patent for a method for tying your shoe laces- doesn’t mean the patent will be granted, but you can still put “patent pending” on your product (in fact, you are required to in the US) until the patent office refuses your application. Okay, getting off my patent soapbox now.
Mmm…”Regatta Accord”. I agree, why didn’t they run with this concept, instead? It would stand out and be a more accurate portrayal of time spent on the high seas. I love the scent of salted, dried canvas, tarred hemp and personally have fond memories from a time working at a ship museum; I’d love to smell bottled boat accord, perhaps with a dash of strapping, sun-baked boathand.
NLB: yes, that would be NICE!
i’d like to try it. i got their Longitude/Latitude stockpiled since it got discontinued, i really love it.
Prism: never tried that one….
that’d be hard to do these days anyways lol. i was discontinued only very few years after i was released. pretty standard, yet different. there’s salty tea somewhere in there, it’s warmer in the base. as someone on basenotes said, in its’ core it’s a classic, as in, old fashioned, frag, but made modern. there’s comfortable heft in it. basically my only aquatic next to Bulgari’s Aqua.
REGATTA ACCORD?
I know that! It lingers in my hometown every summer:
burned skin, sweat, wet shoes and socks, “sport”colognes, beer, vomit, pizza, suntan lotion…
Maltesia: EW!
Um. I think the fragrance sounds dreadful, but would cheerfully wear it from head to toe if I can get that man-candy to apply it!!!
oh my god MANTIES. I am sooooooooooooo tempted to use that to comment on some of my daughter’s male friends’ lowriders…
March: can’t believe men are STILL wearing lowriders!
I was in line at the register behind two kids at the gas station the other day with those damn low-hanging pants. They are actually *made* now so that the pockets are sewn halfway down the pants. I hated this trend when it came out over a decade ago and am dumbfounded as to why it’s still around??? I don’t have kids so can someone enlighten me on this? It is so unattractive.
I wish I had some insight as to this phenomenon as well.
At the airport in Honolulu last week there were several young-ish fellas getting on the same plane I was who had their pants belted below their butts. Now THERE’s a practical clothing style.
Thank goodness they had hideous patterned boxer shorts on. I’m glad thong underwear isn’t what goes with that look. ergh.
I was kinda interested in this since I am a conservation i.e., wildlife officer-until they refused to share their technology????? What?! How blatantly hypocritical. They have created a paradox for themselves. Us green people aren’t going to buy it now.
I want that model though.
-Becca
alotofscents: I’ve tried several ‘water perfumes’ here and there and this one I like best…SOON others can use the formula…or invent one that’s almost identical. Surely, perfume-in-water is the FUTURE of fragrance?
Wow, you know its a boring waste of liquid when all we can talk about is the Model! If only the gorgeous Mr. Flynn was flogging something fitting like Yatagan!
Agreed, but I would imagine Mr. Flynn isn’t doing this for free so the industry tends to manage its risk in this case by pairing the idea with an all-purpose juice. If one looks at this campaign from the finance department’s point of view the decision makes a whole lot of sense, but that also means blog readers like NST will be somewhat bored.
thanks for the descrption of the fragrance. I was reading Chandler Burr’s Moment weekly blog column and it didn’t describe the fragrance at all
memechose: you’re welcome; there ISN’T much to say about Oceans when you get past the new technology!
I’ll pass on the fragrance but I’ll have me some of that model! Anyone know who he is?
Who is the wonderful man? Please tell me his name and where he is from. I have been trying to find him forever. Oh my goodness. HELP ME.