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.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia