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The new Prada Candy L’Eau |
Puig has unveiled a new feminine fragrance from the house of Prada, called Prada Candy L’Eau (the original Prada Candy scent was introduced in 2011).
Described as an uplifting new fragrance for an irresistible heroine, the product evolved from the concept of a fictional young female character called Candy, the brand explained. She is “alluring and unexpected, pleasure-seeking and enigmatic”.
The juice, composed by Daniela Andrier under the creative direction of Miuccia Prada, features white musk, benzoin, caramel, mandarin, lemon and sweet pea.
The packaging is a reinterpretation of the original, updated with a nude/gold palette. The Prada Candy L’Eau collection comprises 30ml, 50ml and 80ml edt sprays.
In the print campaign, actress Léa Seydoux holds a bottle of Prada Candy L’Eau enigmatically over her eye. The Prada logo embossed in gold on the Saffiano leather effect texture aims to lend a fashion note to the image, capturing the natural elegance of the Prada Candy L’Eau woman, the brand maintains.
The TV campaign channels the spirit of the French Nouvelle Vague, in a clip directed by Wes Anderson and Roman Coppola. Set in a Parisian utopia, we find Candy questioning love on the Left Bank, trying to choose between two men who happen to be best friends.
Puig Global Travel Retail Marketing Director Lyndea Dew commented: “Puig continues to expand the Prada range, capitalising on the momentum of the brand in both the fashion and luxury fragrance worlds. Prada Candy L’Eau is a strategic launch for Puig, with a product tailored specifically to Asian audiences.
| https://youtube.com/watch?v=HowgkUhUQiM |
“In addition to a strong launch calendar in Europe, Puig Travel Retail has gained a regional launch exclusive for this product with Nuance-Watson Singapore, on-counter at this key location ahead of both regional travel retail and domestic outlets.”
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The launch will be supported by a comprehensive and engaging retailtainment concept |
Dew added: “Furthermore we have worked with the Prada fragrance team to develop what I think is our most engaging retailtainment concept for the brand to date. Our travel retail communication plan includes a full 360 degree approach including retailtainment, inflight videos, airport digital media, and distinctive point of sale activity to drive consumers into the shops. The retailtainment cinema experience and series of three short movies tell a great story about the product and provide a unique and surprising interaction with shoppers.”
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