https://www.youtube.com/watch?v=Jh1lwiwuaNE&feature=youtu.be
An advertising campaign played out on social networks: in leather and a sailor suit, or a leather sailor suit: for muscular selfies.
An ultra-modern campaign in search of a “vanished” masculinity, engulfed by stereotypes?
This campaign should not be taken at face value, but as further proof of Jean-Paul Gaultier’s light-hearted humor.
Playing with codes and images built around his own name: the designer has always done it, and for a more “virile” reissue of his legendary fragrance, Jean Paul Gaultier is launching a hunt, a manhunt full of testosterone!
Virility, lone wolf competition, the hunt: masculinity on the line and on display. Displayed in advertising posters, bottles and social networks, the fantasy is pushed to the limit! At a time when some are crying crisis of masculinity, criticizing the blurring and merging of genders, denouncing the “queerization” of the public sphere, Jean Paul Gaultier responds to these social issues with his legendary panache: there is no single masculinity. To each his own, to each his own right to be a heartbreaker. A “Johnny made me male” that leaves wounded hearts at the port hotel window.
The perfume in all this: the smell of sludge and sweat? No . Created by perfumer Francis Kurkdjian, the tones of this version are warmer. A man of satisfied desires…
Pear spiked with lemon, followed by darker accords: black lavender, a fragrance body of aphrodisiac clary sage, black Aztec flowers and black vanilla. The wild side is underscored by a base of amber and woody scents. Lavender, the heart of the original fragrance, is modernized by woody notes.
The packaging, too, has taken on a masculine touch. A steel muscle, the “metal can” can is finished in black with bluish highlights, as if to express the shades of animality tattooed on the very flesh of this sailor.
What kind of manhood do you feel close to, what kind of tattooed sailor, heartthrob, with sweaty muscles are you? Jean Paul Gaultier will help you find out. Playing with codes: take part in the game to win the trophy for virility, or rather virilities.
At Marionnaud since July 27, 2015, and in all good perfumeries from September .
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