The new men’s fragrance Ecko Unltd. 72 is helping to save rhinos – which is fitting, since the brand has always featured an image of a rhinoceros as its logo. The fragrance is by Parlux LTD, a wholly owned subsidiary of Perfumania Holdings. Ecko Untld is licensed and marketed by Iconix Brand Group.

Why get behind the cause? At the current rate of poaching, rhinos may face extinction within the next 11 years.

The fragrance brand has partnered with Save the Rhino International to raise funds and awareness through its #EckoRhinoRescue initiative on Instagram.

For each Instagram post featuring the rhino—whether it’s a drawing, stuffed animal, or selfie in a rhino T-shirt—and tagged #EckoRhinoRescue, Ecko Unltd. 72 will donate $1 to Save the Rhino International (up to $10,000).

The Packaging

The fragrance is a tribute to the fashion brand’s heritage. It’s named “72” after the year the designer, Marc Ecko, aka Marc Milecofsky, was born. 

The clear flask shaped bottle has a cap that resembles wood, and ridges along the sides.  An image of a rhino on the front of the bottle appears above the logo.

The Juice

Ecko Unltd. 72 opens with Crisp Ozone, Italian Bergamot and Frozen Apple – plus a subtle hint of smoke. Middle notes include warm Amber combined with a Trace of Suede. At its base are earthy notes of Sandalwood, infused with the skin with Tonka bean and sensual Musk.