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In an interview in Dsquared2's Milan headquarters, the twin brothers revealed they wanted to create a modern woman's scent for the "cool girls who wear men's scents."
"We started from a men's fragrance and made it feminine. We didn't start off by saying let's do woman's fragrance," said Dean Caten.
"It's not that girly that we can't wear it, I like doing fragrances that are a bit more unisex. Both of our scents are complementary and timeless," Dan Caten added.
Though She Wood's reviews aren't in from the pair's celebrity female friends Rihanna and Fergie, the Catens are counting on the scent winning in the retail stakes.
Although they declined to provide a volume projection, industry sources estimate that in its first year She Wood could generate 10 million euros, or $15.5 million at current exchange.
"We hope it does as well as He Wood," said Dan Caten, who recounted an impromptu personal appearance that happened on a recent Alitalia flight. Dean noted He Wood on the cover of the in-flight shopping magazine, so he called over the flight attendant to ask how well it sold.
"He told me he sold a lot of it so I explained it's our fragrance and next thing he's making an announcement 'Ladies and gentleman, we have the designers behind He Wood here on the plane today and they will sign every bottle purchased.' We signed quite a few bottles, it was hysterical," said Dean.
She Wood shares packaging and juice similarities to Dsquared2's first men's fragrance He Wood, launched last fall.
"They look like brother and sister when you see them together, and they both have woody notes of cedar and vetiver," said Dan Caten.
A woody-floral, She Wood is composed of three accords, opening with light, composed of lemon, jasmine petals and neroli. At the heart of the scent is a sap accord of violet, heliotrope and musk, and the woody base notes are cedarwood, vetiver and vegetable amber. Perfumer Daphne Bugey of Firmenich, who also created He Wood, blended the scent.