INTERNATIONAL. L’Oréal Travel Retail has launched Luna Rossa Ocean, the new masculine fragrance rom Prada, into EMEA travel retail.
The edt takes inspiration from the convergence of man and technology and how the latter can open new horizons.
The fresh and invigorating fragrance line was showcased with an innovative olfactive experience at Dubai International Airport (DXB) Terminal 1, which ended mid-September.
The experience, launched in partnership with Dubai Duty Free, merged augmented reality technology, 3D Creation and QR Code exploration, enabling customers to experience the fragrance through digital screens.
The experience featured beautiful digital content from Prada Luna Rossa Ocean’s hero campaign to enhance the multi-sensory olfactive experience.
An homage to high-performance and innovation
The Prada Luna Rossa line has strong links with The America’s Cup, the oldest trophy in the international sailing world.
Italy’s Luna Rossa sailing team was born in 1997, born from Prada Group CEO Patrizio Bertelli’s passion for sailing.
The Luna Rossa fragrance line mirrors the dynamic competition between man, technology and nature that defines The America’s Cup.
The newest addition to the line, Luna Rossa Ocean, is a leathery fougère fragrance filled with fresh contrasts. It was built on the principle that technology can function as an extension of the self, expanding our limits and opening new horizons.
Prada Luna Rossa Ocean was created by IFF Master Perfumers Anne Flipo and Carlos Benaim. It features a new molecular distillation process that allows for only the finest molecules to be included in the blend. The ingredients were then individually recomposed and purified for a 100% made-to-measure olfactory profile.
It opens with Bergamot, Pink Pepper and Armoise top notes, followed by Iris, Lavender and Saffron Accord heart notes, with Vetiver, Musk and Patchouli as its base.
The fragrance bottle was inspired by the sleek design of sailing boats and the power of the ocean. It is lacquered with a gradient blue hue, decorated with the Prada red line and a red dot, a reference to ‘luna ross’ the red moon.
The Prada Luna Rossa Ocean fragrance campaign stars award-winning American actor Jake Gyllenhaal who exudes the spirit of the modern adventurer. Gyllenhaal is known for his roles in films ‘The Guilty’, ‘Brokeback Mountain’, ‘Nightcrawler’ and ‘Prisoners’. The campaign film was directed by award-winning Swedish Director Johan Renck, while the print campaign was photographed by Norwegian photographer Solve Sundsbø.
Prada Luna Rossa Ocean will be rolled out in global travel retail with another activation planned for travel retail Americas by the end of 2021.
