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24-07-2009
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Viktor & Rolf "Eau Mega" Fragrance : Raquel Zimmerman by Inez & Vinoodh
wwd / july 24, 2009



Quote:
Designers Viktor Horsting and Rolf Snoeren are storytellers. So is it any surprise the starting point for their second women’s fragrance was, just like their first, the name?

“We thought of the name Eau Mega because we wanted something that would complement Flowerbomb,” said Horsting, referring to the debut scent launched for the label in 2004 with Viktor & Rolf’s beauty license-holder L’Oréal. “Whereas Flowerbomb was a very sensual, gourmand and oriental fragrance, we wanted to create a fragrance that is fresh but not sporty or natural.”

“In the perfume business, an eau is often connected to something sporty or natural,” added Snoeren. “And we thought it would be nice to have a mega eau that is an eau but very feminine and glamorous.”

“So that’s how we thought of the word ‘eau,’ and, by association, we thought of Eau Mega,” explained Horsting. “We also like the play of words.”

A brief for a fresh, feminine and glamorous scent was given to International Flavors & Fragrances perfumers Olivier Polge and Carlos Benaim, who also conceived Flowerbomb’s juice.

“We wanted to create a big perfume that had the quality of freshness and fluidity of water,” said Ladan Lari, international managing director of Viktor & Rolf Fragrances. So there’s an aquatic entry with green notes, such as violet leaf, green basil and pear.

“The ‘mega’ part is about the flowery heart,” continued Lari. There, notes include peony, sambac jasmine and Italian primofiore lemon. “And then, it finishes up with something very warm, very creamy and enveloping,” she said, of the cedar, cashmere wood, sandalwood and white musk notes. “As always, Viktor and Rolf wanted contrasts. So the perfumers came up with something very cold at the start that finishes up with a warm end.”

Horsting and Snoeren, who have a penchant for old-time bulb spray atomizers, worked with Fabien Baron of Baron & Baron to come up with a newfangled version, encapsulated in their signature V&R seal. The pump system integrated into the gold-colored cap was patented under the name Megamizer.

“I think we were specifically looking for the feminine touch, because the name has a slight masculine touch,” said Snoeren. To spritz Eau Mega, either side of the seal is squeezed.

Said Horsting: “It’s like you press on the symbol of our universe.”

“And the imagination comes out,” added Snoeren.

Viktor & Rolf’s particular brand of surreal imagination seeps into Eau Mega’s advertising image. It features the Eau Mega bottle and Raquel Zimmermann swathed in wafting gold fabric. She’s like a superhero, towering above New York’s skyscrapers. The single- and double-page ad was shot by Inez van Lamsweerde and Vinoodh Matadin.

“We wanted to express this feeling of ‘megafying’ yourself, like when you use this fragrance, you become the best, biggest megaversion of yourself, whoever you are,” said Horsting.

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24-07-2009
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Haha, it so fits her.

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24-07-2009
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i love it!!!! that is a great shot...very different from the usual perfume ads!!!
Raquel looks smokin!!!!

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24-07-2009
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God, I didn't have high expectation when I saw the title but the image is Raquel looks really amazing there!
Absolutely love it!

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24-07-2009
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AWW it looks a bit dkny with the city in the background?.... not v&r dreamy and fantastical enough
i don't reall like the bottle shape but the way you have to press onto the logo to spritz is prerry cool
Said Horsting: “It’s like you press on the symbol of our universe.”

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24-07-2009
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wooooooooooow, i love it!

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24-07-2009
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It's a pretty cool shot, but I'm not sure what to think of Raquel flashing her bum to an entire city.

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24-07-2009
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Don't really like the bent over, "oh, yeah baby" pose

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24-07-2009
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Quote:
Originally Posted by Verene View Post
I'm not sure what to think of Raquel flashing her bum to an entire city.
couldn't help but laugh at that

raquel looks beautiful...love the colour pallette

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24-07-2009
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Quote:
It's a pretty cool shot, but I'm not sure what to think of Raquel flashing her bum to an entire city.
This comment is gold.

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24-07-2009
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It looks great. I can't wait for the fragrance.

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24-07-2009
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Quote:
Originally Posted by Verene View Post
It's a pretty cool shot, but I'm not sure what to think of Raquel flashing her bum to an entire city.
I don't see the problem

Lovely ad. Raquel looks nice.

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24-07-2009
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Quote:
Originally Posted by Festat View Post
Haha, it so fits her.
Agreed :p I'm not the biggest Raquel-fan but yes, this ad defenitely suits her.
There's a bit too much gold for my taste, and well... yeah her pose is quite questionable (for a perfume-ad that is)

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24-07-2009
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I'm disappointed with this. It looks quite cheap.

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24-07-2009
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Love it. Something different finally.

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