SPAIN. Spanish house Perfumes Loewe – part of the LVMH group – unveiled its new men’s fragrance, Solo Loewe, at last month’s TFWA World Exhibition.
The launch is a clear signal of the company’s desire to beef up both its masculine portfolio and its international presence.
Solo Loewe is available now in selected markets, including Spain and Portugal. In travel retail, Aldeasa is spearheading the launch.
“Today is a great day for us,” commented Perfumes Loewe President Juan Pedro Abeniacar at the launch event in Cannes. “It is a great day not only because it is the first time that Loewe is presenting a product to the international community, but also because this product will mark a “˜before’ and “˜after’ in our development.”
Solo Loewe has been designed to embody all the core values that the brand has developed over the past 150 years, but reinterpreted for a modern audience.
“If I had to depict the world of today, I would use words such as selfishness, intolerance”¦and extremism,” commented Abeniacar. “In our search for an ideal from which we could take inspiration, we found a city where, over the 10th and 11th centuries, three civilisations, three religions – Muslims, Jews and Christians – managed to live together in peace and respect for each other. This city is Toledo”¦.During that period, it can be taken as an example for our generation of what the world could and should be.”
He continued: “This city, and the painter El Greco [who painted the famous View of Toledo] have been the main source of inspiration for our new product. Loewe is a Spanish brand; it has a Spanish background and a Spanish past, but today, we have a message for the world. In Loewe we look for the harmony of extremes.”
On a more practical note Abeniacar added: “It is true that companies and brands have one main reason to exist: money/profit. But in Loewe, in LVMH, in the world of luxe, we have a second vision: to make people happier. To let them dream; to make compatible the object and the message.
“With this product, we have tried. And if people, by using this product, by looking at the communication, by feeling this message and sense of humour, are a little bit happier, we will have succeeded.”
The Solo Loewe juice is constructed around different chords, as opposed to a traditional fragrance pyramid, according to the company. These include a moist stone accord (lavender, thyme); a hesperidian accord (bergamot, lemon, mandarin) and a spice accord (nutmeg, cinnamon and pink pepper).
Available as a 75ml and 125ml spray, the amber juice is presented in a solid, square flacon. The outer carton is a deep chocolate/charcoal colour, with the fragrance name embossed in bright orange.
The ad campaign (above) features a striking, stylised shot of a spiky-haired, bearded, model: a modern-day homage to how El Greco might have illustrated the launch, according to Loewe.
Also within the men’s sector, earlier this year the company introduced Loewe Advanced Technology. The line features three key products: a foaming gel, a comfort after shave and a vitality treatment.
On the feminine front, a new women’s scent, under the Aire umbrella, will make its debut in Spring 2005.
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