FRANCE. Coty Prestige unveiled the new feminine fragrance from the house of Chloé, called Love, Chloé, at a launch event in Paris last night. The scent will be launched worldwide from September.
The official reveal took place at the upscale, Michelin-starred Apicius restaurant in the heart of the city. The venue featured specially designed “mood rooms” to help guests fully immerse themselves in the Chloé universe. Journalists then enjoyed pink Champagne and a gastronomic cocktail dinner.
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The event was attended by the Love, Chloé face, model Raquel Zimmerman, who arrived looking impossibly glamorous in head-to-toe Chloé, at the wheel of the vintage Mercedes convertible that features in the advertising campaign, which was shot by Roman Coppola.
Coty CEO Bernd Beetz and Coty Prestige President Michele Scannavini were also in attendance, along with Chloé Creative director Hannah MacGibbon. Flying the flag for travel retail were ANA Trading Duty Free Co President Shuichi Kamiyama; NAA Retailing Corp Manager, Merchandising, Product Division II Norifumi Uesugi; and Gebr Heinemann Purchasing Director Perfume & Cosmetics Inken Menck.
Love, Chloé is described as an elegant, powdery fragrance, a “celebration of radiant, generous, spontaneous femininity, free and graceful movement [and] contagious beauty”.
Composed by Givaudan noses Louise Turner and Nathalie Cettogracia, the Love, Chloé edp follows in the footsteps of the house’s floral fragrance history. “To reproduce the cult powdery signature, we had to play with the abstract and resist the pitfall of a figurative bouquet,” noted Turner.
The juice opens on top notes of orange blossom and pink pepper. The heart is a blend of iris absolute, lilac, hyacinth, wisteria blossom and heliotropine (an iconic ingredient used in perfumery for over a century, which delivers an almond/subtle vanilla tone). The base combines powdery musks, talc and rice powder.
The Love, Chloé flacon has been designed to resemble a must-have accessory. The rectangular glass displays the brand’s signature nude pink-coloured juice, while the base is engraved with the fragrance name. In a nod to the house’s well-known leathergoods offer, a delicate gold chain fastens the cap to the bottle.
