Lacoste L!ve launches its first fragrance

By

Anne-Sophie Savenier

Published
Jun 26, 2014

Lacoste L!ve, the range targeted at 18-25 year-olds, is branching out in launching its first fragrance through a licensing agreement with Procter & Gamble (P&G) Prestige. The men’s eau de toilette (40 euros for a 40ml bottles and 60 euros for 60 ml) is accompanied by a full range: a deodorant spray, a deodorant stick and shower gel - available in perfume stores starting on June 16.

The scent for men has been designed with the brand’s image in mind, whether it's the fragrance itself (notes of lime, guaiac wood and black licorice), or its contemporary cube-shaped bottle.

Moreover, H5 is conducting its internationally oriented campaign, which will make its way into movie theaters, TV and online in early July.

The graffiti artist Zoer, a rising figure of street-art, appears in the marketing campaign, painting and plastering the walls of a white loft in a seemingly random manner. Then, the camera pulls back, revealing a surprising result. Taken from a certain perspective, all the elements come together in a 3D version of the Lacoste L!ve fragrance packaging.

Social networks and digital media is at the heart of the campaign, the video aiming to encourage consumers to play with the idea of perspective in relation to the perfume and posting their ideas on Instagram using #newfragrance and #NewPerspective.

The most creative images will be selected and shared on Lacoste’s social networks.

By inviting consumers to participate in creating the campaign, Lacoste L!ve is giving its target audience a voice, with he following idea in mind: the next generation is creative, constantly re-inventing the world around it.