Ralph Lauren Romance is taking another swing at the world of love with a new ad campaign, set to launch globally this spring. Following its long-held tradition of using real-life couples for Romance advertising, the company selected polo player Nacho Figueras and his photographer wife, Delfina “Delfi” Blaquier, as the new faces of the campaign. It’s something of double-duty for Figueras, who became the face of Ralph Lauren’s Polo Black fragrance in 2005; in 2009, he became the face of Lauren’s entire Polo fragrance franchise.
“We wanted to bring back the dream in Romance,” said Guillaume de Lesquen, president of Ralph Lauren Fragrances Worldwide, of the campaign, which will include both print and TV. Print advertising breaks April 15, while TV spots will begin appearing on April 22; the timing is intended to capitalize on Mother’s Day. A digital campaign is also in development and expected to go live at the end of April.
The ads were shot at Blaquier’s grandparents’ estate, La Concepción, in Buenos Aires, Argentina, where Figueras and Blaquier were married. Bruce Weber shot both the TV and ad campaigns, as he has since the scent’s launch. In certain frames of the ads, photos of the couple’s three children — Hilario, Aurora and Artemio — can be glimpsed.
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The print ad marks the first time the brand has used color for Romance since its 1998 launch; past ads have all been done in black and white. The visual depicts an unposed kiss between Figueras and Blaquier, both on horseback in a field on the estate. Figueras is clad in a black suit, Blaquier in a flowing silver gown.
“It’s very emotional for me, to see that in print and on film,” said Blaquier, who noted both she and Figueras grew up riding; the two met at a polo match and spent much of their courtship on horseback, she added. “It truly was a stolen moment.”
Added Figueras, “We’ve been married 12 years and have three beautiful children — we’re honored that Mr. Lauren sees in us a real-life happy couple, symbolic of his vision of Romance.”
The sparkling floral, created by master perfumer Harry Fremont of Firmenich, was launched in 1998 and has remained in the top 20 women’s fragrance launches since then. Fremont also created a fruity floral flanker, Summer Romance, which was launched in summer 2010 as a limited-edition scent; it now is being brought back to the line permanently. It retails for $78 for 3.4 oz. eau de parfum.