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L, the first fragrance from singer and style icon Gwen Stefani |
INTERNATIONAL. Coty Prestige has unveiled the debut fragrance from singer and style icon Gwen Stefani. It is being launched this month into Americas and southern Europe travel retail, before being rolled out to the UK and Australia in October.
Called simply L – the first letter in L.A.M.B. (Love Angel Music Baby), Stefani’s fashion and accessories brand – the scent is described as simple, but loaded with style and emotion, according to the company.
It is being positioned as the olfactory equivalent of Stefani’s eclectic, original and edgy personal style. “It’s like me shrunken into a box,” she declared.
Created by Harry Fermont of Firmenich, the juice is a sparkling fresh floral. It opens on top notes of water hyacinth, freesia, pear and violet leaves, leading to a heart of jasmine petals, rose, sweet pea and orange blossom. The base features frangipani blossom, peach skin, heliotrope and musk.
Both the flacon and carton were co-designed by Stefani. A key feature is the oversized gold cap, composed of L.A.M.B.’s signature interlocking Ls, which conceals an interior of turquoise blue.
The bottle is a mix of Rasta red, yellow and green, accented by a turquoise actuator.
The outer box sports a cheetah-printed exterior, offset by a thick black stripe and the gold “˜L’ logo. The inside of the carton bears black and white stripes – echoing the inner linings of a L.A.M.B. collection bag – and the message: “I want you all over me”, which is also the advertising strap-line.
The ad campaign depicts Stefani soaked by the fragrance, emerging from the bottle.
The L fragrance line-up comprises 30ml, 50ml and 100ml edp sprays, a 200ml body lotion, a 200ml shower gel and a 3g solid perfume compact.
MORE STORIES ON STEFANI/COTY PRESTIGE
Coty unveils new Jil Sander fragrances – 06/09/07
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