News- Meski Lacoste Essential (ang.)

[forevermore79]

z cosmeticnews:

"The new men’s fragrance for Procter & Gamble Prestige Beauté’s Lacoste
brand, Essential, is being pitched to become a key line for the brand. “We
want it to become as successful as the Lacoste pour Homme when it first
launched,” Lacoste brand manager France Pétronille Didelot says.
The fresh spicy scent, developed with IFF, comes in a simple bottle bearing
Lacoste’s crocodile logo embossed in the glass, designed by French agency
Qu’on Se Le Dise (QSLD).
Global launch for the eight-sku line (75ml: €43, 125ml: €55) begins this
fall, backed by television and press advertising."

www.cosmeticnews.com/images/parfums/lacoste_essential.jpg

Wiecej z WWD:

[forevermore79]

"PARIS — Lacoste is going back to basics with its latest fragrance.
Lacoste Essential — as the men's scent is called — will be introduced starting
in August by La Chemise Lacoste's beauty license holder, Procter & Gamble
Prestige Beaute.
The product channels the relaxed chic of a Lacoste polo shirt, said Gerd Finke,
a global marketing director for prestige products at P&G Prestige Beaute.
"We're now at the heart and soul of the brand and are paying tribute to its
founder, Rene Lacoste," Finke said, adding the launch opens the new "freedom"
segment for the label. "Lacoste Essential is all about freedom, enjoyment and
relaxation — not just specifically relaxation and enjoyment as regards
activities, but also freedom of mind."

The brand's portfolio has been bolstered by a number of launches since P&G took
over the Lacoste license in 2001. In 2002, P&G introduced Lacoste Pour Homme, a
scent that kicked off its high-end "Club" segment. That was followed by Lacoste
Pour Femme in 2003. One year later the brand focused on more "energetic"
scents — coming out with a signature men's fragrance and Touch of Pink for
women.

P&G executives declined to comment on forecasts. However, industry sources
estimate Lacoste Essential could drum up $50 million in wholesale volume in its
first year.

The fragrance's heavy glass bottle, created by Qu'On Se Le Dise agency, is
rounded on one side and a curved square on the other to evoke a tennis ball.
Lacoste's signature crocodile is cut into the back of the bottle, so it can be
seen from the front, above the scent's name.

"The fragrance is the crocodile, and the crocodile is the fragrance," said
Finke. A brushed aluminum cap tops its flacon.
Essential's outer packaging also sports a crocodile logo and is green, the
signature color of the brand's logo.

The fragrance's juice, concocted by P&G Beaute's in-house creative team in
association with International Flavors & Fragrances, comprises top notes of
tomato leaves, plus citrus, fruity and watery notes. The scent's heart is made
of black pepper and a floral accord, including rose notes, inspired — according
to Lacoste executives — by the fact that men don't hesitate to sport the
brand's polo shirts in traditionally feminine colors, like pink. Sandalwood and
patchouli notes are in the fragrance's drydown.

P&G used its proprietary "Time-Release Technology," which allows the juice to
maintain its initial freshness throughout the day. The wearer needs only to rub
the skin where the scent is sprayed on in order to break molecules that then
release the aroma of its top notes. Essential is the first fragrance to use the
technology on a worldwide scale, although it has already been used in a Laura
Biagiotti scent, said Finke.

The Essential eau de toilette will be available as 75- and 125-ml. sprays that
will retail in the U.S. for $40 and $54, respectively. A sampling campaign,
which will include vials, is to accompany the global launch starting late
August. The U.S., however, will not get the fragrance until the first quarter
of 2006.

The fragrance's advertising campaign is meant to channel the juice's easygoing
aura. Conceived by the Callegari Berville Grey agency and directed by Carter
Smith, the television ad shows model Axel Hermann in a seaside location. He
leaps from mooring post to mooring post, playfully avoiding incoming waves. The
print ad, which will run as single and double pages, was shot by Christophe
Kutner and pictures Hermann in mid-leap."
www.wwd.com/content/articles/062805_26.jpg
Technologia uwalniania zapachu przez caly dzien- to dosc nowatorska formula-
P&G uzyl tych molekul juz w Acqua di Roma Laury Biagiotti.

[kkml_mav]

Wydaje mi się ze bedzie to taki style in play, z wzmocnionymi zielonymi nutami -
bardziej aqua.
Flakon bardzo mi sie podoba - jest sympatycznie niesymetryczny