The ultra-modern, sculptural glass flacon is a contemporary version of Lancôme’s 1950 Magie bottle inspired by a Japanese woman draped in a kimono. The faceted, light-reflecting flacon “assumes the colour and brilliance of an amethyst, and the depth associated with hypnotic eyes”, according to the company |
FRANCE. Lancôme presented its new women’s fragrance, Hypnôse, during a lavish reception at the historic Hôtel de la Monnaie in Paris on Wednesday.
The new line is a woody, sunny oriental – the first oriental in the Lancôme fragrance family. “It is important that we have this kind of olfactory offer within our Lancôme fragance portfolio, in order to appeal to a broader and different target audience,” Travel Retail Worldwide Director Vincent Boinay told The Moodie Report.
The ultra-modern, sculptural glass flacon is a contemporary version of Lancôme’s 1950 Magie bottle inspired by a Japanese woman draped in a kimono. The faceted, light-reflecting flacon “assumes the colour and brilliance of an amethyst, and the depth associated with hypnotic eyes”, according to the company.
The outer packaging is amethyst-coloured, violet or blue, depending on the light. Another first for the Lancôme brand is the use of the Hypnôse logo on the cap of the flacon.
The face of Hypnôse is Canadian supermodel Daria Werbowy, who was chosen to capture perfectly the “captivating presence, feline charm and sensual energy” of the seductive new fragrance.
Created by perfumers Annick Ménardo and Thierry Wasser, the warm, solar fragrance contains vanilla, vetiver and passion flower.
Hypnôse, available in 30ml and 50ml edp, will be rolled out into travel retail and domestic markets simultaneously. The launch will take place in September/October 2005 in Europe, the Middle East in January 2006, followed by the US and Asia in February 2006. Domestic retail price is €38 for the 30ml edp and €58 for the 50ml edp.
Early next year, a bath line will be introduced, comprising a body lotion, body cream, shower gel, deo spray and powder brush.
The promotional campaign will consist of print and television media. Hpps will take place in key airport locations.
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