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Update on Mustang Cologne


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That new mane smell


Young. Fun. Bold. Muscled. Fast. Affordable.


That would be Mustang, a new scent for men by Estee Lauder's Aramis division. It's galloping off the shelves at Sears stores nationwide, becoming the chain's No.1-selling fragrance in its first week on the market. The adjectives above are what focus groups used to describe the "Mustang image," leading Aramis to secure licensing rights from Ford Motor Co. Later this year, it'll debut at Kohl's, Wal-Mart and other chains.


The cologne's a heady mixture of musk, lavender, ginger, lemon, amber, fir balsam, and patchouli -- with undertones of cedar and pipe tobacco (pipe tobacco?) -- but don't let some of those dainty ingredients fool you. This potent potion is aimed squarely at the macho but well-groomed "retrosexual" market.


He's "concerned about how he looks but he's also more of a guy's guy," said Jesse Porto, Aramis director of global marketing.



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