PARIS — Chloé, which is among France’s hippest fashion labels, will juice up its fragrance wardrobe this spring with Chloé Collection 2005, a limited-edition women’s scent.
“We consider this testing the waters,” said Pierre Sivac, managing director of Unilever Cosmetics International France, Chloé’s beauty license holder. “If this works as a first step, [perhaps in] 2006 we’ll envisage coming back with something bigger.”
Such a tentative approach is necessary, said Sivac, since Chloé Collection 2005 is the brand’s first scent since 1996.
“[We want] to understand how the brand works,” said Sivac.
The new fragrance, set to be available from April to August in approximately 5,000 doors globally, is also intended to rejuvenate the brand’s product portfolio, which already includes a signature fragrance that bowed in 1975.
Further, Unilever hopes to cash in on the fashion brand’s soaring cool quotient under creative director Phoebe Philo. Her pretty dresses and casual-chic pieces have become perennial favorites among movie stars and fashionistas.
“We wanted to capture Chloé’s fashion spirit and attitude and bring it to a fragrance,” said Lucy Tart, vice-president global marketing, Unilever Cosmetics International. “We collaborated closely with the fashion house and drew our inspirations from the spring 2005 ready-to-wear collection — which is all about a sheer, spirited expression of femininity. The fragrance is innocent, charming and playfully sexy.”
The ready-to-wear collection also inspired the scent’s outer packaging, which features cutout flowers meant to recall the broiderie anglaise used in some Chloé pieces. The motif also decorates the fragrance’s flacon.
The Chloé Collection 2005 scent, which was concocted by International Flavors & Fragrance’s Carlos Benaim and Clement Gavarry, is meant to have a pretty, lighthearted feel, as well. It features top notes of waterleaf, pear and passion fruit. Hydroponic tuberose and wet gardenia mist are at its heart, while base notes include wet woods and musk.
The eau de toilette will be available in a 3.4-oz. spray version priced at $55 in the U.S.
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