PARIS — L’Eau de Chloé, the fresh women’s scent due out starting in February, is meant to add further muscle to Chloé’s already powerful fragrance franchise.
It’s a collection launched in 2008 with Chloé Eau de Parfum, followed by scents such as Chloé Eau de Parfum Intense. The line’s wholesale revenues are nearing the $100 million mark, according to industry sources.
Chloé’s fragrance franchise ranks number one in Japan and has strong leading positions elsewhere in Asia and associated travel-retail markets. Chloé also is among the top 20 in most European countries. In the U.S., it’s approaching the top 20, and in France and the U.K., it’s among the top 30.
“We are growing slowly but surely in those markets,” said Françoise Mariez, senior vice president of marketing for European fragrances at Coty Prestige, a division of Coty Inc., which holds the Chloé scent license. She added an objective of L’Eau de Chloé is to help further establish the Chloé franchise in France and the U.K.
L’Eau de Chloé’s introduction will be backed by a TV spot. It stars French actress and model Camille Rowe-Pourcheresse — one of the two most recent faces of the original Chloé Eau de Parfum — frolicking outdoors. The video ad, directed by Mario Sorrenti and coming in numerous lengths, is set to Lissy Trullie singing a cover of Hot Chip’s “Ready for the Floor.”
The print visual was photographed by Camilla Akrans and will come in single and double pages.
L’Eau de Chloé’s juice, like Chloé Eau de Parfum’s, was conceived by Robertet’s Michel Almairac and is built around a rose note. However, the new scent is a fresh chypre rose.
“The challenge was to do something very light but long-lasting,” explained Mariez.
In the top of L’Eau de Chloé’s juice are citrus notes, while in the heart there is a high concentration of distilled rose water “to give the feeling of freshness,” she continued. “It’s composed of 20 percent natural rose water.”
A patchouli note is in the base.
The fragrance is due out starting in February in France, Spain, the U.S. and most of the travel-retail channel. In March, L’Eau de Chloé is to be introduced in the rest of the world.
Sampling will include fragranced bubbles that are blown from a wand.
“This is really a reflection of the project, which is about joy, which is about lightness,” said Mariez.
Coty executives would not discuss sales projections, but industry sources expect L’Eau de Chloé will generate $40 million in first-year wholesale revenues worldwide.
The L’Eau de Chloé collection is to include 50- and 100-ml. eau de toilette sprays, which will be priced at $65 and $89, respectively, plus a limited edition 75-ml. hand cream for $27.
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