LONDON — Lancôme aims to give its Hypnôse fragrance franchise a young, playful and sensuous twist with Hypnôse Senses, a women’s scent, which will launch later this month.
The fragrance, which follows the 2005 launch of Hypnôse, was developed to recruit a younger audience to the brand’s perfumery portfolio through lighthearted advertising and an accessible price positioning.
“It addresses a new facet of femininity,” said Odile Roujol, president of L’Oréal-owned Lancôme, adding at 39 euros, or $55 at current exchange, for a 30-ml. eau de parfum spray, Hypnôse Senses’ entry point product is 20 percent less expensive than that of Hypnôse. “The territory we want to be in is small indulgences.”
Roujol added in response to shrinking consumer purchasing power, smaller sizes could be offered for other Lancôme products in the future, too.
Hypnôse Senses’ optimistic and playful bent is also meant to appeal to women living with the economic downturn doldrums. In its print advertising, for instance, model Daria Werbowy is pictured in a sun-drenched Parisian apartment, seemingly naked. Print images were shot by Mikael Jansson.
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In the TV ad, directed by Fabien Baron, Werbowy wears a flesh-colored silk dress and asks, “Are you ready to play?”
“It’s not provocative,” said Roujol, adding it is the first Lancôme campaign to feature a nude spokeswoman. “It has a ‘Sunday morning’ atmosphere.”
The campaign, combined with Internet and sampling activity, will break in Europe this month with the scent’s launch. Hypnôse Senses will bow in the U.S. toward the end of the year.
As well as suggesting a mischievous state of mind, Werbowy’s state of undress plays on the fragrance’s composition, which Roujol compared with a “second skin.” Concocted by Christine Nagel, Nathalie Feisthauer and Ursula Wandel, who at the time of its development all worked for Givaudan, Hypnôse Senses’ juice is a chypre with floral inflexions. It comprises notes of patchouli, rockrose labdanum, benzoin vanilla, tonka bean, osmanthus absolute, honey, pink peppercorns and mandarin essence.
The scent’s flesh-hued juice is housed in a helix-shaped bottle, which is reminiscent of the brand’s Magie fragrance. Hypnôse also comes in an interpretation of the classic scent’s bottle, though it is more angular than the latest Baron-designed iteration.
“It is more curved and voluptuous,” said Roujol when comparing Hypnôse Senses’ bottle to Hypnôse’s. While Roujol declined to discuss projections, industry sources estimate Hypnôse Senses will generate first-year retail sales in the region of 60 million euros, or $85 million.
As well as the 30-ml. version, the new fragrance will be available in 50-ml. and 75-ml. sizes priced at 63 euros and 78 euros, respectively, or $89 and $111.
Hypnôse Senses was designed to sit alongside Hypnôse, which has a strong following in Italy, France and travel retail, according to Roujol. “It’s additional business,” she said. “The idea is not to cannibalize.”