In a nod to the brand’s rich heritage, Procter & Gamble is rolling out the Eau de Lacoste L.12.12 trio of men’s fragrances—the brand’s first collection of men’s scents. How did P&G manage to link the scent to the famous label? For example, its name integrates the original shirt’s L.12.12 moniker. For another, the white polo is today part of a multicolored line, so, too, the Blanc Edition scent is in a collection including Vert and Bleu versions. A textile crocodile...