LACOSTE L!VE is the Lacoste sub-brand that breaks codes and revolutionizes sportswear.LACOSTE L!VE combines modernity and authenticity. It offers new ways of dressing and appeals to creative minds. What this ever-expanding brand lacked was a fragrance to reflect its image. Now it’s here.
The new LACOSTE L!VE fragrance expresses irrepressible energy. It’s an energy that makes you want to create, to express your personality and style, without being afraid to stand out from the crowd.
THE PERFUM
Every facet of LACOSTE L!VE style comes together in this unique cocktail: energy, creativity and a touch of freshness.
Expertly blended together, they create a dynamic fragrance, but also express themselves individually in a sensation of constant movement and multiple facets, as each note reveals itself. The brightness and freshness of lime are apparent from the very first moment. This hint of citrus reflects the dynamic character of LACOSTE L!VE and stands out as a surprising, energetic top note that awakens the senses.
Green leaves and aquatic notes make up the heart notes, highlighting lime for vitality and freshness. A fragrance that breathes life, spirit and creativity. It’s time to move, time to create.
The base note is composed of the smoky warmth of guaiac wood, a hardwood native to South America, and black licorice, bringing depth and elegance with a hint of originality. The essence of LACOSTE L!VE style, urban and creative, elegant and quirky, captured in a unique juice.
THE BOTTLE
The LACOSTE L!VE creative touch is everywhere in this perfume, from the fragrance to the bottle. Stylized. This cube has a pure, contemporary shape. Its aestheticism and minimalist colors make it a distinctive object that could be displayed in an art gallery, providing a unique setting for this highly original fragrance. Primary colors are a good starting point for creative minds, who can draw inspiration from them by visualizing the multitude of nuances they can create. Whichever way you look at it, the deep blue edges are reminiscent of the graphic, geometric patterns that characterize the LACOSTE L!VE collections.
Bold. This strong, surprising design, with its subtle interplay of materials, contrasts the raw solidity of glass with the uninhibited modernity of plastic. This uncompromising shape, unique in the history of perfumery, captures all the irreverence of LACOSTE L!VE style in a charismatic bottle. Offbeat. Like a dice, the six faces of the cube offer different looks and colors depending on how you look at it. This shape encourages us to look beyond the obvious, to be surprised, amused and inspired – the ultimate message of this new fragrance, which invites us to take a fresh look at style and masculine beauty.
THE CAMPAIGN
The campaign for LACOSTE L!VE fragrance, “New fragrance. New perspective” encourages people to stand out, to see life from a different angle. The idea of this new perspective is illustrated by the anamorphosis of graffiti artist Zoer, a rising figure in street-art. Directed by H5, this clip will be shown from July 2014 in cinemas, on television and on the internet. It films the work of Zoer energetically painting, coloring and dressing with adhesives the walls of a white loft. The camera pulls back to reveal the surprising results of her work. The seemingly random elements come together to form a 3D LACOSTE L!VE bottle.
This video will encourage consumers to take up this idea of perspective and imagine their own conception of perfume, then share it on social networks.
The social and digital media that feature prominently in this campaign redefine the way this fragrance is presented. The campaign will be launched in April at the LACOSTE Desert Pool Party in California. Artist bloggers will be invited to design and exhibit works inspired by the LACOSTE L!VE cubic bottle. They will share their creations with the world on social networks via the keywords #newfragrance and #newperspective. These keywords will be at the heart of a global digital campaign running from July to mid-September, inviting everyone to express and immortalize their vision of this new LACOSTE L!VE perspective on Instagram. The most innovative images will be selected and shared on LACOSTE’s social networks. By inviting consumers to participate and co-create the campaign for their fragrance, LACOSTE L!VE gives a voice to a new generation that wants to reinvent the world around them, taking a new, optimistic and creative look.
From June 16, 2014 in all perfumeries
Cette publication est également disponible en : Français (French)
