Travel Retail and Duty Free Business Intelligence    Friday 01 August 2014

FRAGRANCES

Lancôme cultivates fragrance pillar with Trésor Midnight Rose

Published: 08/07/11

Source: ©The Moodie Report

By Rebecca Mann, Associate Editor

Trésor blooms anew with Midnight Rose edition
FRANCE. Lancôme will reinvigorate its Trésor fragrance pillar in September, with the introduction into travel retail worldwide of Trésor Midnight Rose. The face of the fragrance will be actress Emma Watson.

The juice, a fruity floral, features a sweetened version of the original scent’s emblematic rose at its heart. Other key ingredients include jasmine, peony, pink pepper, cedar and musk.

“Trésor Midnight Rose is a colourful, upbeat and joyful fragrance,” noted perfumer Anne Flipo. “It embodies mischievous femininity: rose becomes playful, driven by deliciously tangy raspberry tones and voluptuous vanilla notes… It’s a real signature.”

The fragrance colour-scheme is violet, inspired by the shade of the sky in the “romantic hour” just before midnight. The original faceted Trésor flacon has been reworked and elongated, in graduations of pink to violet. It is topped with a diamond-cut cap and adorned with a purple rose around the collar. The fragrance will be available as a 30ml, 50ml and 75ml.

Watson was named a Lancôme brand ambassador earlier this year. Best-known on-screen for her portrayal of Hermione Granger in the Harry Potter film franchise, she has also been named “Best Dressed Woman in England” and "Style Icon 2011” by the British press.

The advertising campaign was shot by Mario Testino. The TV spot pays tribute to the French Nouvelle Vague movement, most notably Jean-Luc Goddard’s À Bout de Souffle (Breathless). Watson, with her pixie crop, evokes Godard’s iconic heroine, Jean Seberg. Her partner in the ad is French actor Cyril Descours.

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