INTERNATIONAL. As previously reported, Coty Prestige is preparing to introduce a new fragrance collection from Gwen Stefani, call Harajuku Lovers. The scent quintet will be launched worldwide in October.
The Harajuku Lovers brand, launched in 2005, already incorporates apparel, fashion accessories, bags and stationery.
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Love, Lil Angel, G, Music, Baby: Coty’s new Harajuku Lovers fragrance collection from Gwen Stefani |
The concept revolves around the eclectic street style of the Shibuya, Tokyo area of Harajuku and the four Harajuku Girls, Stefani’s Japanese backing dancers.
Harajuku itself has become a byword for the style and attitude of the girls who frequent this area of Tokyo, and their original, eye-catching, ‘anything goes’ style.
The five different fragrances will each be presented in different Harajuku ‘doll’ bottles. Each doll has a distinct style and identity.
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The advertising campaign features a real model immersed in the fun playground of her Harajuku Girls world |
The names are G, Love, Lil Angel, Music and Baby. G references Gwen; the others her L.A.M.B. (Love Angel Music Baby) fashion and accessories brand.
Each fragrance is available as a 10ml or 30ml edt. There will also be a five-pack coffret.
Love, created by IFF’s Yves Cassar and Pascal Gaurin, is a sensual floral. The Love doll bottle is brunette, and wears a striped mini dress and hearts in her hair. Lil Angel, by Givaudan’s Christophe Raynaud, is a fruity floral. This doll sports a ‘classy yet sexy’ schoolgirl outfit, topped off with a funky spotted bandana.
Music, composed by Firmenich’s Honorine Blanc, is a delicate floral. The Music doll wears a smocked sailor outfit, lace-up boxing boots, and musical notes in her hair. Baby, by Harry Fremont at Firmenich, is a powdery musk scent. This doll is clad in a short pink dress and Mary Jane shoes, with bows in her hair.
Last but not least is G, the leader of the pack. A modern gourmand, the juice was created by Fragrance Resources’ Steve DeMarcado.
The G doll wears a white corseted top and blue miniskirt (reportedly inspired by Alice in Wonderland). The outfit is finished with a pair of high black pumps and racy fishnets.
The outer cartons are black, with the fragrance name featured in a different colour for each scent. A picture and definition of each doll is carried on the back of each box.
The print campaign is designed to bring the world of the Harajuku Lovers fragrance to life. It features a real girl model immersed in the fun playground of her Harajuku Girls world.
There will also be five advertising episodes for TV and web, inwhich the model will step out of her black and white world into the animated Harajuku universe.
The five girls take the model on a journey to discover their colourful planet and the five scents of the Harajuku Lovers. The dolls then spray the model with fragrance, transforming her into a blaze of colour.
A special website, www.HLfragrance.com, has been created to support the launch. The site is described as an immersive and interactive experience that offers users great on-line entertainment which connects them to the brand while providing a ‘toolkit’ of Harajuku on-line cuteness.
Within the site users can learn about the fragrances and the inspiration behind their creation. Avatar makers, a scrapbook section and a style board area are also featured.
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