PARIS — The Eau de Lacoste L.12.12 franchise is getting dressed up for evening — wearing black, of course.
Noir, making its debut in May, is the fifth installment in the men’s line inspired by the sports brand’s iconic polo shirt that was launched in early 2011 with a trio of scents. A fourth, Rouge, came out in 2012.
“[Noir] still remains in the fresh olfactive territory, but it’s a bit more intense,” said Carla Liuni, vice president of fashion brands for P&G Prestige, Lacoste’s fragrance licensee. She explained the woody aromatic juice, which was created by P&G with International Flavors & Fragrances, contrasts watermelon and dark chocolate notes. It also includes notes of Egyptian basil, lavender, verbena, cashmeran, coumarin and patchouli.
As with the other fragrances in the L.12.12 line (whose name integrates the first Lacoste polo shirt’s moniker), Noir’s bottle has a textile crocodile logo and is partially textured to evoke the polo shirt’s cotton weave.
Its single- and double-page print campaign was photographed by Kay Mücke. Bo Platt directed a video advertisement, which comes in 20-, 15- and 10-second versions and will be shown on TV, movie screens and the Internet. The spot features an origamist’s hands manipulating a white Lacoste polo shirt into a crescent moon shape and then transforming a black polo shirt into the Noir bottle.
“We continue to build on the strength of the [original L.12.12] campaign,” said Liuni. For digital, there are to be some customized local activities, such as QR code-initiated videos, as well.
Noir will be launched in May in the U.S., the U.K., the Middle East and parts of Europe. In July it’s to come out in France, Spain, Benelux, Germany and the Asia-Pacific region. Then Russia and Latin America will get the scent in August.
Globally, Noir is to be in more than 25,000 doors, like the rest of the L.12.12 line.
In Europe the 30-ml. eau de toilette spray will retail for 40 euros, or $52 at current exchange, while the 100-ml. version will go for 67 euros, or $87.15.
Although P&G executives would not discuss numbers, industry sources estimate Noir will generate $50 million in first-year retail sales.
The L.12.12 franchise has been growing by double digits since its launch and currently ranks among the top 10 men’s prestige scent lines globally, according to industry sources.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)