By  on July 23, 2010

PARIS — Love, Chloé — the new women’s fragrance from Chloé that’s due out starting in late August — is a mix of something old and something new.

Playing on its Parisian heritage, it’s meant to be a distillation of today’s on-the-go Chloé woman, according to Françoise Mariez, senior vice president of marketing for European licenses at Coty Prestige, a division of Coty Inc., which holds the Chloé fragrance license.

Love, Chloé comes two years after the Chloé signature scent was launched in spring 2008. Both are florals, but whereas Chloé has more of an olfactive emphasis on a rose note, the new scent’s juice has a retro powdery, cosmetic effect.

It’s an element that was key for the fashion house’s creative director Hannah MacGibbon, who was involved in every aspect of the fragrance project. Ezra Petronio was its creative director.

“Hannah MacGibbon was really crazy about this cosmetic feeling; at the beginning, she provided us with powder,” said Mariez.

Love, Chloé’s juice, concocted by Givaudan perfumers Louise Turner and Nathalie Cetto-Gracia, has top notes including orange blossom and pink pepper. In the heart are notes of iris absolute, lilac, hyacinth, wisteria blossom and heliotropine. While notes of musks, talc and rice powder are in the base.

A television advertisement for Love, Chloé was directed by Roman Coppola and features Raquel Zimmermann striding joyfully through a day in the French capital. In the 20- and 30-second spots, she’s in numerous locales, including on the Pont Alexandre III.

“The TV spot is a mix of very modern with a touch of vintage,” said Mariez.

Single- and double-page print ads were shot by Inez Van Lamsweerde and Vinoodh Matadin.

It’s back to the future, too, with the design of Love, Chloé’s flacon, which was inspired by an old bottle. It has a metal plaque at its base and a chain affixing the cap to the bottle’s neck. The flacon’s thin glass is meant to give a feeling of preciousness, and its shape was devised for easy portability, said Mariez.

Love, Chloé’s name is supposed to be a signature of sorts, she continued.

“It’s a mix of tenderness, joyfulness, but also the assertiveness of the [Chloé] woman,” she added.

The new scent will be launched exclusively at Harrods in the U.K. on Aug. 22 and will then be introduced in all other markets starting in September, except for the U.S., where there will be an exclusive at Saks Fifth Avenue starting in mid-October. Germany will get Love, Chloé in February 2011.

Coty executives would not discuss sales projections, but industry sources estimate Love, Chloé will generate $50 million in first-year wholesale revenues worldwide.

The Love, Chloé line is to include 30-, 50- and 75-ml. eau de parfum sprays, which are to retail in France for 53 euros, 72 euros and 91.80 euros, respectively, or $68.20, $92.65 and $118.10.

There will also be a 200-ml. body lotion for 36 euros, or $46.30; a 200-ml. shower gel for 30.80 euros, or $39.65, and a 100-ml. deodorant for 26.60 euros, or $34.25.

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