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The new Eau Mega fragrance from Viktor & Rolf |
FRANCE. L’Oréal Produits de Luxe International has unveiled a new feminine fragrance from avant-garde design duo Viktor & Rolf, called Eau Mega. As its name suggests, the scent is “mega glamorous, chic and sophisticated”, according to the brand.
Eau Mega celebrates a new icon of femininity, in the form of a superheroine who, aided by her fragrance, transforms reality into her own universe of beauty and glamour and “megafies” the world.
Accordingly, the striking advertising campaign features a giant-sized, chiffon-draped model (Raquel Zimmermann) towering over a gleaming, gilded New York skyline. The ad was shot by Inez Van Lamsweerde & Vinoodh Matadin.
The Eau Mega juice, created by IFF’s Olivier Polge and Carlos Benaïm, is a fresh, green and “ultra-faceted” floral scent. It is characterised by green notes of violet leaf, green basil and pear, enhanced with peony, Sambac jasmine and lemon. The dry-down features cedar, cashmere wood, sandalwood and musk.
The fragrance flacon – known as the “Megamizer” – incorporates a modern twist on a retro design, in the form of an integrated bulbspray in the shape of a golden seal.
In the past, such a bulb would be screwed to the bottle; in this incarnation it is incorporated into the cap with a special mechanism. A full nine pieces are required in the mould to created such a glass cylinder, which is adorned with a gold-coloured jewel.
Viktor & Rolf’s Eau Mega was launched into European travel retail this month, and will be rolled out to Asia and the Americas between November 2009 and January 2010. The recommended domestic price point for the 75ml edp is €98.
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