Chloé Parfums, part of Coty, has expanded its fragrance portfolio with the launch of L’Eau de Parfum Intense, a new addition that offers a bolder take on the brand’s signature floral scent.
Developed by father and son perfumer duo Michel and Romain Almairac, the fragrance reimagines Chloé’s signature rose in a more powerful composition, inspired by the free-spirited femininity of the Maison’s Founder Gaby Aghion.
The Moodie Davitt Report Brands Director Hannah Tan was on location in Paris as Chloé hosted an immersive VIP event last week (18 September). The launch, attended by key media and influencers, took guests across Paris to discover different facets of Chloé L’Eau de Parfum Intense.
Guests were welcomed with lunch at Brasserie Lipp, followed by a fragrance discovery session at Le Bouquiniste de Paris (French bookshops along the Seine), which were transformed with Chloé branding. This was followed by content creation activities at the Jardin de Luxembourg, allowing attendees to explore the fragrance in an evocative Parisian setting.
During the event, Perfumer Romain Almairac hosted an intimate fragrance masterclass. He highlighted the key notes of raspberry, rose and ambrox while sharing insights into the creation process. The fragrance holds particular personal significance for Romain, who collaborated with his father Michel Almairac, the creator of the original Chloé Eau de Parfum. This familial collaboration brings a deeper sense of continuity to the evolution of the Chloé fragrance line.
Describing the original Chloé Eau de Parfum, Michel Almairac said: “In 2008, it struck me that the rose would be the ideal flower to embody Chloé’s refined, fresh femininity. I decided to approach it symbolically, with a short, clear and understandable formula. This was uncommon at the time, and that is how it became the maison’s olfactory signature.
“For Chloé L’Eau de Parfum Intense, we wanted to explore the rose’s strongest, most assertive facets and incorporate an overabundance of sophisticated woods to enhance its character.”
“Chloé embraces the idea of longevity, a way to endure as time passes. This is conveyed not only in the new L’Eau de Parfum Intense, but also in the fact that it was created by a father and son – two perfumers from different generations coming together around a timeless note,” Michel Almairac concluded.
Romain Almairac added: “My father created the first fragrance in 2008. Together, our goal was to give this new Eau de Parfum intensity, modernity, richness and long-lasting appeal.
“We tried different things to achieve this goal. The first was to add some raspberry to the top note, giving it an addictive, youthful and joyful spirit. We always keep the Chloé woman in mind, so we always maintain a certain level of sophistication.
“We also wanted to show the different qualities of roses from morning to night by blending it with different ingredients such as lychee and cedarwood. We also used natural rose essential oils to bring out the richness, sophistication and elegance of roses.”
The day culminated at Silencio des Près, where Chloé Fragrances Global Brand Senior Vice President Caroline Javoy unveiled the brand’s latest campaign which features a diverse cast including Arizona Muse, He Cong, Malika Louback-Mohamed and Amrit.
The film was created by director Neels Castillon and reflects the brand’s values through the depiction of four women from different backgrounds and generations. It is set in a natural landscape, where the women interact with their surroundings and each other, symbolising the spread of feminine energy and the collective power of women, showing how their unity enables them to realise their potential and bring about positive change.
The film features the song Seeds by French singer Camille, who treated guests with a special evening performance. Seeds combines percussive elements with a powerful melody, adding emotional resonance and complementing the film’s themes of strength and renewal.
Introducing the campaign, Javoy said: “This is the story of beautiful, authentic but strong-willed women. We’re very happy to share the campaign, which features women from all over the world.
“We chose these women not only because they are beautiful but because they are committed to causes so dear to our hearts. What you’ll see is a story of sisterhood, nature, hope, or better yet seeds of hope.”
Chloé L’Eau de Parfum Intense is characterised by its vibrant floral and woody notes. The fragrance opens with fresh, juicy raspberry, leading into a heart of multifaceted rose. The rose, central to Chloé’s fragrance identity, evolves throughout the day, from crisp morning freshness to a rich midday depth and then a honeyed evening scent.
A base of ambrox, cashmeran and cedar rounds out the composition with a musky, woody finish that lends the fragrance its intensity and long-lasting appeal.
The fragrance is presented in Chloé’s signature pleated bottle, updated with a black and ecru label and tied with a deep garnet ribbon. The formula is vegan and for the first time is available in refillable 30ml, 50ml, 100ml and 150ml bottles.
With the launch of L’Eau de Parfum Intense, Chloé further strengthens its position in the luxury fragrance market, offering a scent that reflects both tradition and modernity while appealing to women seeking a powerful and distinctive fragrance. ✈
