PARIS — While creating the new women's scent Hypnôse, due out this fall, executives focused on Lancôme's roots.
"We want to get back to what is elegant in the brand," said Vincent Brun, marketing director for fragrance at the L'Oréal-owned firm.
"For us, it is like the new Trésor of 2005," continued Odile Roujol, deputy general manager of Lancôme, referring to the perennial bestseller.
So, for the new scent's bottle, Lancôme executives went back to the future, drawing inspiration from the flacon of the brand's Magie fragrance, first introduced in 1950. For the new scent iteration, however, Magie's lines were elongated.
"Hypnôse's bottle is almost an object," said Brun. "It is something elegant and modern at the same time. It is like a woman turning."
To further the luxury quotient, Lancôme added a lot of glass to the Hypnôse bottle, which is colored a blue-amethyst, meant to lend a further "mystery" to the scent. Yet it is not mystery in the dark sense of the word, but in a sexier, playful one, said Brun.
Also with the intent of making the bottle as upscale as possible, Lancôme executives chose to put the fragrance's name only on a metal plaque atop the flacon.
They had in mind particular qualities for the new scent's ambassador — including natural elegance.
"We wanted to have a very powerful, modern woman," said Brun, who explained Lancôme's search ended with model Daria Werbowy.
"Daria is glamorous, not scary," said Brun, adding that in the ad — shot by Javier Vallhonrat under the art direction of Tho-Van Tran, of Agence Air Paris — she has a "kind of Mona Lisa smile" and looks outward holding a bottle of Hypnôse. The still will appear as single and double pages plus gatefolds.
"Daria makes the statement that 'I have this elixir, this seductive tool in hand,'" said Brun.
The campaign's tag line reads: "The new hypnotizing fragrance."
The Hypnôse television campaign, featuring a confident, dancing Werbowy, comes as 30-, 25-, 15-, 10- and 5-second spots.
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