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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.
This story first appeared in the July 8, 2005 issue of WWD. Subscribe Today.
“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.