FRANCE. French beauty house Lancôme has extended its Miracle fragrance brand with a new women’s line aimed at younger customers.
The launch of Miracle Forever was celebrated at a summer party at the trendy Market restaurant in Paris. The new face of the fragrance is supermodel Shalom Harlow, who was present to meet the guests, including The Moodie Report. Dressed in a black tuxedo by hot French designer Isabel Marant, Shalom aimed to embody the new line’s ethos of sexiness and glamour.
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| The face of Miracle Forever is American supermodel Shalom Harlow, clad in fashion’s latest must-have item – a black tuxedo | ||
Aimed at 20 to 30-year-olds, the fragrance features violet-coloured outer box packaging and bottle. The retail price is the same as for the existing Miracle fragrance, which was launched several years ago. Bottle sizes come in 30ml, 50ml and 75ml.
The duty free roll-out begins in Europe this month (September), followed by Asia at the end of October 2006 and the US in January 2007.
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Miracle Forever is aimed at a young audience of 20 to 30-year-olds |
The bottle is taller than that of the existing Miracle line and features a silver ring on the cap, aimed at evoking a sexy, glamorous feel. The visuals were shot by Vincent Peters in Los Angeles, but the location could be any city in the world, according to Lancôme Fragrances Manager Vincent Brun.
Created by IFF, Miracle Forever is available as an edp and the juice contains gourmand (“tasty”) notes, described as very feminine and exuding elegant refinement. These are combined with fruity and floral notes for a subtle and original fragrance, as well as oriental elements. Mimosa, tuberose absolute and heliotrope are blended with almond flower nectar. In addition to star anis, the ingredients include blackcurrant to give an addictive facet.
The five-sku range includes shower gel and body lotion.
Promotions will include TV and print advertising, as well as scent strips.
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