Travel Retail and Duty Free Business Intelligence    Wednesday 30 July 2014

FRAGRANCES

Diesel tattoos consumers’ hearts with new Loverdose fragrance

Published: 11/07/13

Source: ©The Moodie Report

By Rebecca Mann, Associate Editor

L’Oréal Luxe Travel Retail has unveiled a new feminine fragrance from Diesel, called Loverdose Tattoo. It will be available in travel retail from September. The original Loverdose scent was introduced in 2011.

Described as a fragrance for strong, self-confident women who use their power to create obsession and addiction to love, the scent should be worn like a tattoo, according to the brand: with intrigue, confidence and attitude.

Composed by IFF’s Anne Flipo and Pascal Gaurin, the juice is a woody floriental. The top notes of bergamot, mandarin zest and cassis give way to a floral heart of rose, orange blossom and jasmine. The base blends rice steam, vanilla milk and Tonka bean.

The black, faceted flacon aims to evoke a heart-piercing dagger. The design enables it to stand up straight or tilt in three different positions. The packaging’s tattoo motif was inspired by the designs of tattoo artist L’Ain.

The advertising campaign features British model and actress Anna Brewster. The TV film was directed by Megaforce (a collaboration comprising Charles Brisgand, Léo Berne, Clément Gallet and Raphaël Rodriguez). The print campaign was shot by British photographer Daniel Jackson.