CHINA. Coty fragrance brand Chloé recently hosted a major KOL fragrance event in Shanghai showcasing its popular Atelier des Fleurs collection, which is available in travel retail.
The Moodie Davitt Report was represented at the event by Sisi Zhang, CEO of one of our close content partners in China, fast-growing B2C platform Globuy (购乐帮)
The event was held at the WS Space and was attended by local media, KOLs and Chloé Fragrance Brand Ambassador Chinese actress Xiaotong Guan. Guan is known for her roles in Chinese television series ‘Twenty Your Life On’ and the film ‘Shadow.’ The WS Space was transformed into a blooming French garden, immersing guests into the world of the Atelier des Fleurs collection.
To celebrate her debut as Chloé Brand Ambassador, Guan unveiled two new scents from the Atelier des Fleur collection at the event, Violette and Santalum.
Both new fragrances are formulated with 100% natural-origin raw ingredients. They are vegan and free of any artificial colourings and filters, in line with the brand’s mission to reduce its environmental impact. Violette was crafted by Perfumer Fanny Bal and was inspired by the violets blossoming in her childhood home. It offers powdery violet notes with a hint of freshness, using sustainably harvested violets from Egypt.
Santalum was created by Perfumer Marypierre Julien and takes inspiration from a sandalwood fan that her grandmother brought back from Australia. It blends woody notes with milky accents using sustainably harvested sandalwood from Australia. Chloé Atelier des Fleurs Violette and Santalum launched at the Chloé e-shop in Tmall on 24 February.
Perfume expert Li Jing took guests on a product discovery journey and talked about the inspirations and fragrance bouquet compositions of each scent in the line. Guests also participated in a nature and sustainability workshop which taught them how to extract seeds from faded flowers.
Notably, guests were invited to unleash their inner Parisian florists and create their own flower bouquets. This pays homage to the spirit of the Atelier des Fleurs line which invites its users to compose their own olfactory bouquets by blending two or three fragrances together.
Atelier des Fleurs reflects the creative freedom of Chloé Founder Gaby Aghion. Breaking free from traditional perfumery codes, each scent in the collection is a pared down expression of just one flower. The collection comprises 17 floral scents which were designed to be blended together to create bespoke olfactory bouquets. ✈
