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."We wanted something different, more modern — kind of playful at the same time," said Brun, adding the music in the background is "full of energy, like a dance."
Also dancing will be some Hypnôse bottles, turning on podiums so all facets of the bottle may be seen, in certain retail locations. Sampling will include scent strips in magazines in countries such as France, Germany, the U.K. and Spain.
The warm woody oriental Hypnôse juice was created by Annick Menardo and Thierry Wasser, of Firmenich. A play of contrasts, the fragrance includes three major notes: passion flower, to give a bright, fresh feeling; vanilla absolute from Madagascar, for a warm and elegant sensation, and vetiver, for sexiness, said Brun.
Hypnôse's target will be the 25 to 35 set, or "younger than Miracle's; it is for a different woman," said Roujol.
Hypnôse will be launched in September in Europe, and in February 2006 it will be introduced in the U.S. and Asia.
While Lancôme executives would not discuss numbers, industry sources estimate Hypnôse will generate $120 million, or 100 million euros, in retail sales during its first 12 months.
In Europe, the Hypnôse line will include a 30-ml. eau de toilette for 38 euros, or $45.30 at current exchange rates, and a 50-ml. edt for 58 euros, or $61.20, plus an ancillary collection.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
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Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast