FRANCE. As exclusively revealed by The Moodie Report (2 July 2003), L’Oréal Produits de Luxe International is poised to unveil its major new women’s fragrance from flagship brand Lancôme. Attraction will make its debut in European travel retail from October, before rolling out to Asia/Pacific from January 2004. The Americas will follow from next March.
L’Oréal has made no secret of its high hopes for the launch – and indeed for its fragrance business in general. “Attraction will be a new classical fragrance for us,” international marketing director travel retail worldwide Jean-Michel Bostroem told The Moodie Report in July. “Our objective, put simply, is to have more perfumes in our stable”¦It is certainly a big fragrance year for the group.”
Attraction will spearhead that scented activity. Positioned as a sensual and passionate line, it represents a departure – and complement – to Lancôme’s other key fragrance franchises, such as Trésor and Miracle which have a more romantic/spiritual image.
The juice is described as a contemporary woody floral, constructed around notes of iris and patchouli. It was created by Daniela Andrier.
Attraction is presented in a rounded bottle which features concentric circles at its neck, topped with a gold-coloured cap. It is the first fragrance flacon to be created by architect/designer Christian Biecher, who claimed to have been inspired by the curves of the female form. The outer carton is white and gold with a subtle hologram effect.
The initial product line-up features 30ml, 50ml and 100ml edp sprays, plus a 200ml body milk. Recommended travel retail price points for the 50ml and 100ml references are €48 (US$55) and €68 (US$77), respectively.
The ad campaign for Attraction will feature both a man and a women – the first time a male has been used to promote one of Lancôme’s feminine lines. The substantial print and TV campaign will break at launch, in October.
