Chloé "Chloé" Fragrance : Anja, Clemence Poesy, and Chloë Sevigny by Inez & Vinoodh
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Join Date: Jan 2006
Coty Inc selective division, Coty Prestige, is reviving a dormant Chloé brand that has not seen a major fragrance launch since 1995. The company's first launch for the house, simply named Chloé, is positioned to be a classic signature scent. "It is a renaissance," Coty Prestige president Michele Scannavini tells CosmeticNews. The aim now is to re-establish the fragrance brand "as Chloé is seen today," he states.
Although the fragrance brand has not completely disappeared Scannavini claims the relaunch of such a brand can be advantageous. "Like many big fashion brands, there are expectations for the Chloé brand." Expectations are also high at Coty which projects the brand to rank in the top-five worldwide.
The strategy for the launch is for a high-end positioning, selective distribution – about 30% of its global distribution – and important investments in media. As an exception, Chloé being the only French brand in the Coty Prestige portfolio, France will be a priority market and will have the widest distribution (about 70%).
Media investments will be in press and outdoor advertising. The campaign constitutes three visuals with three different models – actresses Chloë Sévigny and Clémence Poésy as well as Chloé fashion model Anja Rubik. "There is not one woman, but different characters," explains Coty Prestige senior vice president marketing European licenses Françoise Mariez. This communication strategy is also designed to target the different visuals for different media. The visuals were shot by duo photographer Inez van Lamsweerde and Vinoodh Matadin, under the artistic direction of Ezra Petronio.
The amber floral by Michel Almairac and Amandine Marie at Robertet is meant to embody the classic modern scent. It features a bouquet of powdered florals composed of peony, lychée and freesia. Notes of rose, magnolia and lily of the valley make up the heart over an amber and cedar wood base. It is housed in a ribbed rectangle-shaped bottle trimmed in silver at the top and adorned with a bow around the neck. The bottle is signed by designer Patrick Veillet.
The women's EdP line is priced from €49 for 30ml to €87 for 75ml. Ancillaries are priced from €26.50 for the deodorant to €36 for the perfumed body milk. The global launch is scheduled for February.
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