# Fist-Shaped Fragrance Bottles Diesel Has Something for ‘Only the Brave' By mediterranean | Published 2009-01-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/diesel-only-the-brave-tony-ward References: [homotography.blogspot](http://homotography.blogspot.com/2009/01/tony-ward-is-diesels-only-brave.html) & [fragrantica](http://www.fragrantica.com/news/Diesel-Only-The-Brave-654.html) Diesel is rolling out its first [men’s perfume](https://www.trendhunter.com/trends/absolu-aventus) under a cooperation with L`Oreal under the name, ‘Only the Brave.’ Everything about the new fragrance screams masculinity, from its opening notes of leather to the bottle that is shaped like a clenched fist. In fact, the bottle is modeled after the fist of Diesel founder Renzo Rosso. It comes with a silver ring on two fingers that says Diesel. The ad campaign for ‘Only the Brave’ features model Tony Ward, who will forever be known as Madonna’s boyfriend and boy toy from her “Justify My Love” days. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 48% | Activity: 58% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Masculine Fragrance:** Disruptive innovation opportunity: Creating fragrances that appeal specifically to men, focusing on scents and packaging that exude masculinity. - **Unique Bottle Designs:** Disruptive innovation opportunity: Exploring unconventional bottle designs that grab attention and create a strong brand identity for fragrances. - **Celebrity-endorsed Campaigns:** Disruptive innovation opportunity: Leveraging celebrity endorsements and collaborations to promote fragrances and increase brand recognition. ### Industries Being Reshaped - **Fragrance:** Disruptive innovation opportunity: Introducing innovative product designs and marketing strategies to cater to changing consumer preferences in the fragrance industry. - **Fashion:** Disruptive innovation opportunity: Collaborating with fashion brands to create unique fragrance bottle designs that reflect their brand identity and appeal to fashion-conscious consumers. - **Advertising:** Disruptive innovation opportunity: Developing creative advertising campaigns that utilize celebrity endorsements to captivate consumers and differentiate fragrance brands. ## Related on Trend Hunter - [Individualistic Men's Fragrances](https://www.trendhunter.com/trends/diesel-d-red.md) - [Cocktail-Inspired Fragrances](https://www.trendhunter.com/trends/pepe-jeans-london-fragrances.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Sensually Masculine Fragrances](https://www.trendhunter.com/trends/jimmy-choo-man-extreme.md) - [Unisex Perfume Launches](https://www.trendhunter.com/trends/balestra-1924.md) - [Mediterranean-Inspired Fragrance Lines](https://www.trendhunter.com/trends/devotion-for-men.md) - [Backpack-Shaped Premium Fragrances](https://www.trendhunter.com/trends/mcm-diamond.md) - [Pride Month Perfume Packaging](https://www.trendhunter.com/trends/jean-paul-gaultier-perfume.md) - [Edgy High-Impact Fragrances](https://www.trendhunter.com/trends/crazypills.md)