A fragrance designed by women for women.
Last night, Chloe has invested the roof top of the Arab World Institute to introduce its new challenge, its new fragrance, Love Story, which will be available at the end of August. The House and the group Coty, which develops Chloe fragrances since 4 years and a half, hope to have the same success as its first launch in 2008 ranked in the global top 15, explains Philippe Desroches, Marketing Director of the Chloé license at Coty Prestige.
But behind the visible investment of this huge launch, this is a love story that Chloe and Coty wanted to tell. In a decor of the movie from the 60, the atmosphere was romantic, flowery and summery, leaving shine the silhouette of this pretty transparent and metallic gold bottle, inspired by the famous Pont des Arts which bears since 2008 thousands of padlocks, hope of many lovers, designed with a glass still pleated recalling the ready-to-wear creations, and the transparent cover, reference to the Chloe jewelry collection.
To illustrate this fresh fragrance, symbol of romance, with notes of orange, jasmine from Madagascar, also called stephanotis (flower found in bridal bouquets in England), Chloe chose French actress Clemence Poesy, image of the French seduction, natural and charismatic, already face of the first Chloe fragrance, Eau de Chloé.
The campaign and TV spots that will be launched in a couple of weeks, will unveil a love story that begins at sunset on a roof top after a party, continues all night around Paris (Place Dauphine, Hôtel Amour...) and ends at dawn, leaving behind the remnants of a wild romance.
To tell it, the House chose only women: Clemence Poesy, but also French actress and director Melanie Laurence, behind the TV spot and who achieves here her first advertising. Also Vanessa Paradis, who dresses the TV spot with her song "Mi Amor" off her latest album "Love Song".
Check out the atmosphere of the launch party in the pictures.
Love Story by Chloe will be available on August 25. From €56, 30ml