The Diesel brand was founded in 1978 by an Italian fashion designer Renzo Rosso. Nowadays, Diesel produces clothes, jewelry, watches, home decor accessories… and luxurious beauty care for both men and women. The intention of the Diesel brand is to add something extraordinary to everything the brand creates including the design of their shop windows. Diesel has had some very successful commercial campaigns and always uses provocative and funny slogans, such as "Sex sells! Unfortunately we sell jeans" or "Be stupid". Diesel collections have had such original names as "Fuel for Life" or " Only The Brave".

Diesel has also put creativity into its perfume bottles – diamond in the shape of a heart being pierced by an arrow, a clenched fist etc. Eau de toilettes, deodorants, shower gels… Diesel products are made only from first-class, carefully picked ingredients. For instance, the Fuel for Life fragrance for men is described as 'a magical potion' from mysterious star anise, vintage raspberries and authentic heliotrope. Loverdose containing molecules which can stimulate hypothalamus is aimed at all women longing for adrenalin, pleasure and passion. The Diesel brand attracts all those who desire to be sexy and irresistible and try to live their lives fully.

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