FRANCE. Lancaster is building on its iconic Davidoff Cool Water franchise with a new fragrance duo, called Cool Water Game. The line will go on-counter globally in March.
The scents are targeted at what Lancaster describes as “tribal-teens” who “play at love like it’s a beach game”. The concept embodies surfboard chic and beach attitude.
Davidoff Cool Water Game for men is designed to evoke high-adrenaline, fast-reflex fun. The juice features zesty top notes of grapefruit, watermelon and basil verbena, leading to a heart of blackcurrant, violet leaves and lavender. The base is a blend of woods and patchouli.
Cool Water Game for her is all about “good vibrations”. Opening on tangy, oceanic top notes, fused with apple and lemon, the juice features a heart of exotic fruits, water lily and freesia, leading to a dry-down of sandalwood, cedar and musk.
In line with the target market, the packaging has been modernised. The outer carton for the men’s version is a metallic deep blue with a yellow logo and top. The colour-scheme for the feminine fragrance is turquoise and hot pink.
The flacons echo the outer packaging, with a rectangular shape for him, and a rounded-off design for her. Both include a 60s-style lava-lump bubble motif inside.
The full Cool Water Game for men range comprises 30ml, 50ml and 100ml edt sprays, a 100ml after shave splash, a 200ml hair and body shampoo and a 75ml deo stick.
The Cool Water Game for women line-up includes 30ml, 50ml and 100ml edt sprays, a 200ml body lotion, a 200ml shower gel and a 75ml deo stick.
The launch will be supported with both print and TV ads, featuring a group of friends frolicking at the beach.
Meanwhile, summer is also a key element of the new Jil Sander women’s fragrance, called Jil Sander Sun Delight. It will go on-counter in Europe from April.
The line is described as a sensual, sophisticated scent that captures the special mood of long, summer nights.
The floral oriental juice, created by Firmenich’s Nathalie Lorson, opens on notes of passion fruit, reseda and Sicilian bergamot. The heart is a mix of vanilla orchid, frangipani and chocolate cosmos; the base a blend of musk, woods and cedar.
The minimalist flacon features graduated tones of rich red, designed to evoke a sunset. The outer carton sports complementary gold and red writing on a white background.
The product line-up comprises 30ml and 100ml edt sprays, a 150ml shower gel, a 150ml body lotion and a 100ml deo spray.
The ad campaign, shot by Peter Lindbergh, features model Hartje Andresen clothed in a strapless white dress walking along the shore at sunset.
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