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Turning Japanese: The new men’s fragrance, Tokyo by Kenzo, from Kenzo Parfums |
FRANCE/JAPAN. Kenzo Parfums has unveiled its new men’s fragrance, Tokyo by Kenzo, which will be launched in September.
In Cannes last year, the company promised that this new scent would be young and trendy – an olfactory embodiment of modern Japan.
Tokyo by Kenzo represents the city at night, complete with flashing neon lights and a constant pulse of energy. The effect is Tokyo as experienced by a Westerner: “dazed by jet lag and happy to lose himself in a boundless city with a real human dimension”, according to the company.
The juice was created by Firmenich’s Marie Salamagne, who was inspired by the luminous spices and explosive green notes of Japanese tree sap. The fragrance opens on notes of ginger, lemon and grapefruit (explosive yellow), leading to a vibrant red accord of pink pepper essence and bitter orange.
This is complemented by luminous green – essence of shiso, maté absolute and green tea – finished with the “intense darkness” of guaiac wood, cedar, clove and nutmeg.
The bottle borrows a shape from Kenzo’s heritage, reinterpreted by Kashiwa Sato, the Tokyo designer famous for his modern style which has featured in various fields, from album covers to architecture.
Tokyo by Kenzo is Sato’s first fragrance project. He also designed the outer box, in addition to the layout for the press advertisement.
The flacon features an interplay of shooting colours against a dense background. It aims to evoke both skyscrapers and bamboo, in an urban/vegetal combination.
The carton is designed to embody the energy of the Japanese capital, echoing the architecture/nature contrast of the bottle, with a tree/city overlay.
The Tokyo by Kenzo range comprises 30ml, 50ml and 100ml edt sprays, plus a 150ml spray deo, a 75ml roll-on deo and a 100ml hair styling gel.
The launch will be supported with both print and TV advertising. The film and photographs are the work of Patrick Guedj, who is also Creative Director for Kenzo fragrances.
The campaign was produced by Japanese company AOI, featuring the model Michel Novello.
Both the TV and print feature a jumble of images, the former set against a backdrop of electronic music (The Future Crayon by Broadcast). They depict a Western male lost in the Tokyo night, absorbing the energy and effervescence of the city.
For more information, visit www.tokyobykenzo.com
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