PARIS — The new Eau de Lacoste women’s fragrance is angling to make a major splash online with its ambassador, actress Amy Adams, prior to a global in-store launch.Starting in early January, the Lacoste brand’s 10.7 million Facebook fans will be able to preview a video of Adams discussing the scent. They will also have the option to sign up for a “VIP sample” of it, according to Antoine Delgrange, marketing director for Lacoste fragrances at Procter & Gamble Prestige (the fashion brand’s scent licensee).The introduction will begin in the U.K., Germany and Belgium later in January, followed by the Middle East, other parts of Europe and the Asia-Pacific region in February. The staged launch will continue through yearend. Eau de Lacoste is the sister of the L.12.12 men’s fragrance project, which made its debut in February 2011.“We’re leveraging the same strategy of going back to the core DNA of the [Lacoste] brand,” said Delgrange, adding that for the women’s scent the inspiration came from the feeling on skin of pure white cotton fabric, like that used for Lacoste clothes. Keeping in mind “a light touch of sensuality” (also Eau de Lacoste’s tag line), P&G’s fragrance design team created a rich white floral juice, whose notes include white pineapple, mandarin, jasmine sambac and vanilla.For the new fragrance’s flacon, the idea was to reflect the values of Lacoste, which involves simplicity and universality — “meaning it’s understood by everybody,” explained Christophe Pillet, design director for the brand.“It’s just a very simple and delicate shape,” he said of the bottle. “And then to make it a little bit more sexy, we have this little charm” around the neck. Like with L.12.12, Eau de Lacoste’s flacon design takes some direct cues from the brand’s traditional shirt. Its cap, for instance, has the same petit piqué texture and there’s a crocodile logo. For both the men’s and women’s projects, the advertising campaigns are meant to be unconventional and about transformation. L.12.12’s features an origamist’s hands changing a Lacoste polo shirt into the scent bottle. In the Eau de Lacoste ad, Adams appears with a mysterious glass ball that floats across her skin then morphs into the fragrance flacon.At launch, Eau de Lacoste’s campaign will be comprised of various film formats developed by H5, such as 10-, 15- and 20-second TV spots. The print ad photographed by Vincent Peters includes a QR code linking to online videos.P&G chose Adams, said Delgrange, due “to the values she embodies — not only being beautiful but also authentic yet simple.”P&G executives would not discuss projections, but industry sources expect Eau de Lacoste will ring up more than $100 million in first-year retail sales globally.The scent is to come as 30-, 50- and 90-ml. eau de parfum sprays that retail in Europe for 39 euros, or $50.60 at current exchange; 59 euros, or $76.55, and 80 euros, or $103.80, respectively. On Dec. 6, approximately 4,000 consumers in Germany are to receive the fragrance to try.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim