Today in Paris Coty unveiled the latest interpretation of its signature Chloé feminine fragrance – a new Eau de Toilette version. It will begin its global domestic and travel retail roll-out in September. As previously reported, the face of the fragrance is actress Dree Hemingway; the full campaign details are embargoed until August.
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Chloé Eau de Toilette will begin its global roll-out in September |
“With this new edt the goal is to energise the entire Chloé fragrance brand – and recruit new consumers,” Coty Prestige Marketing Director Travel Retail and Export Worldwide Markus Stauss told The Moodie Report. “In travel retail it will be introduced to the full Chloé distribution – currently around 1,600 doors.”
He added: “Our goal is for Chloé to become a top 15 fragrance brand globally within the next three years, and long-term to enter the top ten.”
Stauss confirmed that the brand remains popular among Asian consumers, particularly the Japanese and Chinese. And while he acknowledged a decline in the number of Chinese consumers travelling to – and spending in – South Korean travel retail doors in the light of the current MERS (Middle East Respiratory Syndrome) outbreak, Stauss noted that other Asian destinations were profiting.
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The new Chloé edt, and its rose heritage, were showcased today at the Paris launch event | |
“Overall, Chloé is really strong in travel retail,” he observed. “Love Story is performing really well; we are very pleased with its results. Our objective was to establish a new pillar for the brand, which we have achieved. It has delivered new consumers and incremental business.”
Love Story will be refreshed with a new introduction next spring.
A new chapter for Chloé
Chloé Eau de Toilette is described as a new chapter in the brand’s olfactory history. Not just a lighter concentration of the original eau de parfum, it features a new juice composed by Robertet’s Michel Almairac, in collaboration with Sidonie Lancesseur.
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The new Eau de Toilette is described as a new chapter in the brand’s olfactory history | |
Rose is once again the key ingredient, but lightened and softened thanks to the addition of bergamot, magnolia and gardenia. The overall result is a fresher fragrance that aims to evoke the idea of rosebuds blossoming with early morning dewdrops, according to the brand.
Almairac explained: “The new edt is part of the Chloé family, but has a special personality. It is fresher, delicate and more tender, thanks to the inclusion of these white flowers.”
Almairac acknowledged the difficulty of creating a new fragrance, while retaining the olfactory codes of the brand. “That was the challenge – to reinvent, while staying faithful to the original fragrance’s DNA. The idea was to create a new bouquet, which was nonetheless in some way familiar.”
The new edt took around one year to complete, a timescale which necessitated a dual creative partnership, according to Almairac. “It is unthinkable to work alone for this amount of time,” he underlined. “Working together as a pair allows not just an exchange of ideas, but the ability to set the project aside for a while, and then come back refreshed – otherwise you become too saturated in the process.”
And if there are creative differences? Almairac smiles. “Then you keep working together until you agree.”
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Noses Michel Almairac and Sidonie Lancesseur talk journalists through the new juice |
Almairac is mindful of the latest fragrance trends when embarking on a new creative brief – but refuses to be constrained by them. “Of course to an extent we are influenced by trends, but where possible I prefer to try and do something else, to create as opposed to follow.”
He concluded: “Chloé is a good example of this. With this house we have re-opened a chapter on roses, which had not [been popular] for many years. But by going against the trends we have created a big success.”
Chloé Eau de Toilette is presented in an updated version of the original signature flacon, this time adorned with a white ribbon around the neck. The 50ml and 75ml references will be available in travel retail, priced at around -10% lower than the edp.
– Look out for the full feature on Chloé’s new advertising campaign, and an interview with fragrance face Dree Hemingway, in August.
