Ferragamo Parfums unveiled the new flagship fragrance from the house of Ungaro at last month’s TFWA World Exhibition in Cannes. The L’Amour Fou reveal took place just before midnight on the Tuesday evening, during a cocktail party held onboard a ship moored out at sea.
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An olfactory celebration of a crazy heart: how Ungaro describes its new feminine fragrance L’Amour Fou |
The event was attended by Ferragamo CEO Michele Norsa, Ferragamo Parfums CEO Luciano Bertinelli and Emanuel Ungaro CEO Jeffry Aronsson.
“We strongly believe in this project,” noted Norsa, “and I want to underline the strong support we will be giving to it. It is the most important launch from Ungaro for five years. We are very confident that it will be a big success.”
Aronsson paid tribute to the quality of the team and talent that had worked on the new fragrance, and described how L’Amour Fou combined the rich codes of the Ungaro heritage with a modern vibe. He also likened the Ungaro brand to a sleeping princess. “We just have to wake her, and she will come alive,” he declared.
As its name suggests, L’Amour Fou is described as the olfactory celebration of the crazy love that goes beyond a woman’s heart.
The juice, composed by IFFs Véronique Nyberg, is a woody floriental. It opens on top notes of pear, blackberry and pink pepper, building to a heart of violet, rose and nectarine. Vanilla, amber and cashmere woods feature in the dry-down.
The grey crystal flacon aims to evoke a love potion, according to the brand. The diamond-shaped cap pops with a touch of pink, which is echoed in the Emanuel Ungaro logo, and the pink frame of the outer carton.
The advertising campaign, shot by Sølve Sundsbø, depicts model Aymeline Valade reclining on a satin bed.
The L’Amour Fou product line-up comprises 30ml, 50ml and 100ml edp sprays, a 200ml body lotion and a 200ml bath and shower gel. The recommended domestic price points range from around €25 to €87.
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