With superstars like CH Men, Privé and 212 in its arsenal, Carolina Herrera has earned the reputation of being infallible. So when its explosive new fragrance, Bad Boy, launched at a wild all-nighter in Madrid, followed recently by a dazzling India launch, it was clear another icon was in the making. GQ met Carolina Herrera de Baez, Creative Director at Herrera’s House of Fragrances, on a sunny terraza in Madrid, where she let us in on how the magnetic men’s scent will redefine the idea of the “bad boy” in 2020.
How does the brand conceptualise a fragrance?
It always starts with an idea. With Bad Boy, we already had Good Girl, so the ball was rolling. Good Girl was based on the notion of the “Hitchcockian woman” – very sensual and feminine – but with a new take. When we conceptualised Bad Boy, our motto was “It’s Good To Be Bad”.
What kind of man did you envision when imagining the quintessential bad boy?
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