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P&G Prestige Products will launch Dolce & Gabbana's The One for Men in March 2008. According to WWD, sources estimate that the men's fragrance could generate $100 million in global retail sales in its first year on counter.

Stefano Gabbana talks to WWD about the fragrance will will be launched by the face of Matthew McConaughey.

"I wanted to create a real man's fragrance," said Gabbana, who emphasized the word "uomo."

"I wanted it to be a classic — not a banal classic, but a classic men's fragrance that would last for years and be the type of scent that women adore," added Gabbana.