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.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)