Coty has unveiled a new feminine fragrance from the house of Chloé. SeeBy Chloé Si Belle – a limited edition – will be available in European and Asian travel retail doors from February 2015.
The juice, described as a modern, vivid floral, features bold notes and “intrepid” accords, according to Coty. It was composed by Givaudan’s Louise Turner and Nathalie Cetto.
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Pretty in pink: the SeeBy Chloé Si Belle fragrance from Coty |
The fragrance opens on notes of neroli and birch, atop a contrasting heart of gardenia and orange blossom. White musk rounds out the formula.
The pink/transparent flacon is a reworked version of the distinctive, pleated original Seeby Chloé bottle. The outer carton is a matching powder pink.
The upscale Chloé fragrance license is a key pillar for Coty, who earlier this year confirmed its ambition to boost the brand to a top five position globally, from its current 10-15 ranking (Europe). Chloé is especially popular in Japan; Asian consumers in general are big fans of the brand and its Parisian heritage.
Coty capitalised on this connection with the launch of Chloé Love Story, unveiled in Paris in July. The fragrance was inspired by the “love-locks” of the Pont des Arts, a Parisian bridge now extensively decorated with padlocks which are engraved with the names or initials of couples, who then throw the padlock key into the River Seine below, in a gesture said to represent their love and commitment. The face of the fragrance is French actress Clémence Poésy.
