SWITZERLAND. P&G Prestige Beauté has created a new men’s fragrance from Lacoste, called Lacoste Style in Play. Described as fresh, masculine and full of vitality, the line celebrates Lacoste’s rich sporting heritage.
The juice’s top note features Manzana Verde, which is said to provide a tangy, green energy. Jasmine floral notes and cedar leaves form the heart, while the base is composed of various woods, patchouli and white musk.
The flacon, designed by Lutz Hermann, is a thick glass pod reminiscent of a rugby ball, complete with modern, tactile “ribs” to aid handling. The base of the bottle, like the thin band that encircles the heavy metal cap, is coloured vibrant red. The outer carton also features graduated red/metallic stripes.
The full Lacoste Style in Play line includes 75ml and 125ml edts, a 75g deo stick, a 75ml aftershave balm, a 150ml shower gel and a 150ml deo spray.
The fragrance will be supported by both TV and print campaigns. The TV campaign, shot by Philippe Andre, features a model (leading urban break-dancer Samy Sainte Barbe) dressed in striking white and red Lacoste sports apparel, somersaulting into an unspecified sporting arena. The print campaign was short by Nadav Kander.
