PARIS — Guerlain’s La Petite Robe Noire women’s fragrance is being dressed up with a new, animated advertising campaign created by French artists Olivier Kuntzel and Florence Deygas, a reworked juice and bottle plus broader retail distribution.
The spot for the LVMH Moët Hennessy Louis Vuitton-owned brand’s scent features an animated silhouette of a woman wearing a little black dress (or petite robe noire, in French) during various Paris-based escapades. The protagonist’s exploits are set to Nancy Sinatra’s “These Boots Are Made for Walking.”
The video comes in 20-, 30- and 45-second versions set to air on TV and cinema screens, starting March 4 in France. Other countries will begin running it in the second half of the year. There is also a print ad, in single and double pages.
“The personage of the little black dress seduced us right away,” said Deygas, who explained that since it’s a “dress that is living,” they opted not to give it a visible face. “It’s a dress that changes all the time, transforming throughout the film.”
Guerlain perfumer Thierry Wasser reworked La Petite Robe Noire to include notes of patchouli, almond, red fruits, bergamot, Bulgarian rose, absolute of Turkish rose, licorice, smoked black tea, tonka bean, vanilla and iris.
The fragrance’s bottle — which still takes the form of an Art Nouveau flacon conceived by Raymond Guerlain in 1912 —was tweaked by Serge Manseau, as well.
The first version of La Petite Robe Noire was introduced in 2009 as part of The Exclusive Fragrances Collection, launched in Guerlain’s 11 Paris boutiques before being rolled out into a broader — albeit still small — number of doors. The fragrance’s new iteration is to be sold in Guerlain’s full distribution beginning in early March in France, where the eau de parfum spray will come in 30-, 50- and 75-ml. versions to retail for 54 euros, or $71.90; 78 euros, or $103.80, and 96 euros, or $127.80, respectively.
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