Perry Ellis is launching the new fragrance for men named Perry Ellis and with the motto "Be very. Like Perry." The aim of this fragrance is to highlight tradition and accentuate spontaneity. "This is the first fragrance that we fully launched, from flacon design over composition to the advertising campaign," says Matt Cronin, marketing director in the house of Perry Ellis.The composition is signed by perfumer of the house of Givaudan—Claude Dir. It opens with scents of bitter orange, cardamom, coriander and clary sage.