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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.
This story first appeared in the November 30, 2012 issue of WWD. Subscribe Today.
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.