PARIS — Jean Paul Gaultier has always been a master of gender bending, creating kilts and makeup for men and pinstriped suits for Madonna. His new fragrance, due out this fall, is no exception.
The scent, Jean Paul Gaultier to the Power of Two, is not specifically for women or men.
“I wanted to go back to my first idea of a perfume for humans — not a gender,” said Gaultier, referring to his original fragrance idea 15 years ago that (to his chagrin) never came to fruition. “The perfume is about the idea of sharing. It is not unisex. It is a fragrance for couples, a togetherness perfume.”
Perhaps the most tangible evidence of this is the scent’s packaging. Its rectangular flacon is studded with tiny magnets enabling it to “connect” to its other half, should the user desire.
The outer boxes’ faces have fragments of the fragrance’s name, which is spelled out in full when the containers are put side by side.
Gaultier uses the word “attraction” to describe the force uniting the two parts of his scent.
Its name is meant to convey the strength derived from togetherness.
“The name says everything,” said Eric Henry, chief operating officer of Beauté Prestige International, Gaultier’s beauty license holder.
“It came rather rapidly,” continued Sylvie Polette, vice president of Parfums Jean Paul Gaultier, who explained that the ideas of duality, meeting and one-plus-one were discussed.
“The name touched upon the math formula and alchemy. For Jean Paul, perfume is about alchemy,” she said.
For the new fragrance’s juice, Gaultier wanted a scent that doesn’t evolve.
“I get frustrated sometimes when I buy perfume that doesn’t smell the same when I wear it as it did in the store,” he explained. “I wanted one smell.”
So Francis Kurkdjian of Quest International concocted a scent incorporating leading notes of ambergris, musk and vanilla.
“From the outset, you smell all three,” said Polette.
BPI executives believe the market is ready for another Gaultier fragrance.“It was high time we came out with a new launch,” said Henry. “We haven’t introduced anything major for Jean Paul Gaultier since 1999 with Fragile.”
In the Gaultier portfolio, the new scent will join the women’s fragrance Classique, which ranks fifth in Europe and in the top 10 in the U.S. doors where it is sold, and the men’s fragrance Le Male, which tops the charts in Europe and is number one and number two in the U.S. stores carrying the fragrance, said Henry. The brand also has the men’s makeup line, Tout Beau Tout Propre.
Henry said the introduction of Gaultier to the Power of Two will be backed by “one of the highest levels of advertising spent at BPI since it started,” but did not break out figures. He added the scent is to have high visibility at sales points.
Advertising, which was shot by Jean-Baptiste Mondino, stars two ballerinas from the Paris Opéra corps de ballet. In the still, they embrace; in the video, they move toward, away and then toward each other again, until they end as a couple.
Web, print and TV ads will run, with the emphasis on the latter, in 7-, 15- and 30-second spots. Sampling will include Liquatouch, Sophisticates and mini sprays.
Gaultier to the Power of Two will be launched exclusively in France’s Galeries Lafayette on Sept. 19. The fragrance’s introduction elsewhere in France and in other European markets will start on Sept. 26; the U.S., Canada and Mexico are slated for 2006.
BPI executives declined to discuss sales projections, but industry sources estimate Gaultier to the Power of Two will generate $45 million in wholesale volume in its first 12 months.
Its launch lineup is to include one 120-ml. eau de parfum spray for 82 euros, or $100 at current exchange rates; a 40-ml. eau de parfum spray for 53 euros, or $65; two 40-ml. eau de parfum sprays for 72 euros, or $88; a limited-edition 20-ml. eau de parfum spray for 38 euros, or $46, and a 100-ml. massage oil for 35 euros, or $43.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews