PARIS — Chloé is out to seduce with its new fragrance Love Story, due out later this month.
The label’s fashion director, Clare Waight Keller, and fragrance licensee, Coty Inc., conceived the women’s scent.
“This was about creating a fragrance that was very seductive,” the designer said, adding the project was also meant to amplify Chloé’s Parisian roots. “It felt like the right moment to talk about that side of Chloé. There is a sense of romance, beauty and light from Paris that we really feel connected to.”
In the concept development process, the brand’s iconic Paddington bag’s padlock gave rise to the idea of Paris’ Pont des Arts, the bridge now covered with locks hooked on by lovers.
“I felt there was a whole story to build around that,” said Waight Keller.
Love Story’s bottle has a metallic arc over the spray cap meant to be reminiscent of both a lock and Chloé jewelry.
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Waight Keller said she wanted the scent to be fresh but still have a “feeling of the night to it.” So International Flavors & Fragrances perfumer Anne Flipo included notes of neroli, orange blossom, jasmine stephanotis and cedar.
Waight Keller chose Mélanie Laurent to direct the film advertisement.
“I found a nice spirit in her use of light and also the way she portrayed women,” said Waight Keller.
The ad features Clémence Poésy and a young man in various parts of Paris. It ends in front of a houseboat on the Seine. The man, who looks up to see Poésy walking away with the Love Story bottle held behind her back, then spots a clasped lock with “I love love” written on it. Another image follows Poésy continuing along the quay. After, she turns around.
Waight Keller called the ending “super romantic” and “very contemporary.”
The film, mostly destined for television, comes in 30-, 20- and 15-second spots set to music by Vanessa Paradis. There’s also a one-minute version for the Internet.
The print image, done with Inez van Lamsweerde, will come in numerous formats, including double pages and gatefolds.
“One of the things that I was really quite passionate about on this project was to involve all women,” said Waight Keller. “Chloé is a house for women and really about women.”
Love Story is meant to become a second pillar alongside the label’s signature scent, according to Françoise Mariez, the former senior vice president of marketing at Coty Prestige. Chloé’s signature fragrance ranks among the world’s top 15 women’s prestige scents, according to estimates, she said.
The two fragrances have similarities: Each is a floral scent with a weighty bottle and ribbon adornment.
Love Story will first be launched in France on Aug. 25, followed in September by most other countries, including Austria, Japan, Poland, Portugal, Spain and Malaysia. Italy, Taiwan and travel retail in Europe, the Asia-Pacific region and Americas are among markets to follow in October. Meanwhile, the U.S., U.K., Germany and China are slated for 2015.
In France, the 30-, 50- and 75-ml. eau de parfum bottles will retail for 56 euros, or $74.80 at current exchange; 82 euros, or $109.55, and 99 euros, or $132.30, respectively.
Coty executives would not discuss sales projections, but industry sources estimate Love Story will generate $30 million in first-year wholesale revenues worldwide.