PARIS — Chloé is set to launch Nomade, a fragrance created to chime with women’s desire for openness, adventure and empowerment today, and to lay the groundwork for a new perfume pillar.
It comes 10 years after the introduction of Chloé’s signature eau de parfum — which today ranks among the top 15 prestige women’s fragrances worldwide, with more than 15 million units sold — and in sync with the launch of the fashion collection by the brand’s new creative director, Natacha Ramsay-Levi.
“The concept of this fragrance is to talk about women, Chloé girls, who encounter the world,” Geoffroy de la Bourdonnaye, the brand’s chief executive officer, told WWD. “With the first fragrance, it’s all about the purity, naturalness of the Chloé girl’s attitude. This one is more about [her] daring and adventurous side.
“From the start, when Gaby [Aghion] created this brand, she wanted to give women the freedom to dare to be themselves,” he continued, adding that to discover one’s self, it’s key to interact with other cultures, other people. “So that’s more [in] the dimension of travel, encounter, discovery. It’s all about crossing the next frontier, always pushing the boundaries of who you are.”
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Nomade is a different proposition within the brand, which is among the most strategic at Coty Inc., Chloé’s fragrance licensee, according to Edgar Huber, president of Coty Luxury.
“It’s very complementary to what we have on the signature side,” he said.
“Signature encapsulates the essence of the brand in an iconic and timeless way. With Nomade, we want to answer to a very strong insight, which is a newfound desire for openness, encounters, surprises and the unknown — a reaction to the lack of [in-person] interaction,” explained Simona Cattaneo, chief marketing officer for Coty Luxury.
The face of Nomade, actress Ariane Labed, has a multicultural mix, being born in Athens, French by nationality and now living in London.
“She really embodies the Chloé girl. She brings fantastic energy,” de la Bourdonnaye said. “She brings the sense of adventure but still in a very feminine and graceful way.”
“She also has this strong personality; she is a woman of character,” Cattaneo added.
Filmed by Fleur Fortuné, the Nomade campaign was conceived “to explore a new territory — bold and unconventional, less self-centered — showing a woman opening to the world and living new experiences surrounded by people,” Cattaneo said. Still under wraps, it is set for a strong TV and digital push.
“The campaign witnesses the life of our Nomade girl. We follow her adventures, traveling the world through many landscapes, different cultures, connecting with others,” continued Cattaneo.
The print ad was lensed by Ryan McGinley.
The name Nomade was chosen since it evokes the idea of adventure and movement, de la Bourdonnaye said.
Givaudan perfumer Quentin Bisch created the fragrance, which is floral chypre, including notes of oak moss, Mirabelle plum and freesia — making it less floral than the signature scent.
“The Chloé fragrance is the modern interpretation of a perfumery classic — the reinvention of the rose for Chloé signature, and now a new vision of the chypre with Nomade [that’s] bold and feminine at the same time,” Cattaneo said.
The scent’s bottle shape nods to one of Chloé’s signature bags, the Drew.
The Nomade eau de parfum comes as 30-, 50- and 75-ml. sprays that will retail for $75, $105 and $132, respectively, in the U.S.
The fragrance is to pre-launch on sephora.com on Feb. 1. That will be followed by an introduction in the U.K. on Feb. 15, in France on Feb. 26 and the rest of the world on March 1.
Executives would not discuss sales projections, but industry sources estimate Nomade will generate 50 million euros in first-year retail revenues.
“The addition of Nomade to the portfolio will allow us to strengthen our rankings, recruit beyond signature on markets where the brand is not where it should be yet and compete with multiline fragrance houses,” Cattaneo said.
“The Chloé brand is very important in our portfolio. It represents very sophisticated French luxury,” Huber said. “We have today a sizable and very healthy Chloé business. The signature fragrance is doing well, growing steadily all over the world and had a strong holiday season.”
Executives remained mum on numbers, but industry sources estimate that Chloé fragrances, which are sold in more than 100 markets, ring up 200 million euros in annual retail sales. The strongest markets for the perfume label include the U.S., the U.K., France and travel retail.