PARIS — The rocking launch party Saturday night for Chloé's new signature fragrance brought out the Chloé in more people than you might expect.
Consider actress Clémence Poésy, among the faces of the ad campaign for the scent, who revealed something curious about one of her numerous films coming out over the next year.
"For 'In Bruges,' I play a girl called Chloé," she said with a laugh.
But Chloë Sevigny, another face of the fragrance, was playing her edgy self at the party, where band The Kills made the marble columns and chandeliers shudder with their guitar licks.
Some 700 revelers feted Chloé Eau de Parfum in a warren of rooms running through the Hotel de la Monnaie, an elegant, gilded neoclassical building on the Left Bank here. In its cavernous main space, moving images of the fragrance's three faces were projected on a massive screen above, while people mingled and danced below.
Along with the hosts of the party — Michele Scannavini, president of Coty Prestige, which holds Chloé's beauty license, and Chloé's chairman and chief executive officer Ralph Toledano — was model Anja Rubik, another of the scent's faces.
Poésy, Sevigny and Rubik were each chosen to represent a different facet of the Chloé woman: romantic; edgy, and sexy and sensual, respectively. The black-and-white ad campaign was shot by Inez van Lamsweerde and Vinoodh Matadin. Ezra Petronio art directed.
Sevigny believes she's meant to symbolize the edgy side of Chloé because "people see some of my roles in films as edgy," she explained. "It's only a small portion, but they are the ones that cut through. I am 33 years old; I look at some perfume campaigns and see girls looking so unrealistic. I want women to look at me and be inspired by that. I'm not a supermodel, obviously."
Sevigny said acting-wise she continues working on "Big Love" and that regarding fashion, her first collection has been snapped up by Colette in Paris and Selfridges in London.
Rubik, meantime, showed she is a good sport. During the Chloé party, she rooted for the rugby team from South Africa (since she spent part of her childhood there) that played a tough match against — and ultimately lost to — France.Regardless of the outcome, revelers partied into the wee hours to beats mixed by DJ Olympia and by Maud from Scratch Massive. The Kills played a few sets in what was their first live concert in a year.
"I've never seen them live," said model Lily Cole, a friend of band members Jamie Hince and Alison Mosshart, who just recorded a third album that's due out in February.
Cole was with pal and fellow model Jessica Stam. Other celebrities present included Ludivine Sagnier, Elodie Bouchez, Julie Depardieu and Joey Star.
Chloé Eau de Parfum, created by Robertet's perfumers Michel Almairac and Amandine Marie, includes notes of rose, magnolia, lily of the valley and cedarwood. Its bottle is by Patrick Veillet. Chloé devotees were part of focus groups to test the fragrance.
As reported, Chloé Eau de Parfum is due out in February. The plan in the first year is to launch the scent in 8,000 doors worldwide, with Saks Fifth Avenue among its exclusive launch partners.
The lineup will include a 30-ml. edp spray for $60, a 50-ml. edp spray for $80, a 75-ml. edp spray for $95, plus some ancillaries.
Coty executives would not discuss sales forecasts. However, industry sources estimate Chloé Eau de Parfum will ring up $30 million in wholesale revenues during its first year.
— Jennifer Weil and Ellen Groves
IFF Taps Lorenzo Cavallaro
NEW YORK — Fragrance supplier International Flavors & Fragrances Inc. has named Lorenzo Cavallaro vice president of sales for fine fragrances in North America. Cavallaro, a 10-year veteran of the fragrance industry who joined IFF in 2004, was most recently vice president and global account manager. In his new post, Cavallaro's duties will include growing IFF's fine fragrance business in North America. "[Cavallaro] has a wealth of managerial experience and is a gifted visionary who will play a key role in helping IFF meet its goals," Christophe de Villeplee, the firm's regional general manager for fragrances in North America, said in a statement.
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