Fragrances

Zadig & Voltaire Tome 1 La Pureté for him

Zadig & Voltaire Tome 1 La Pureté for him

Zadig & Voltaire, the french fashion Brand is launching in this beginning of the year a new fragrance duo called Zadig & Voltaire Tome 1 La Pureté for Her and for Him. I got the opportunity to review the masculine version. The Brand was created in 1995 by Mr. Thierry Gillier, grand-son of André Gillier (co-founder of Lacoste). The Brand name, Zadig & Voltaire, is inspired by the Novel “Zadig, or The Book of Fate” written in 1747 by the french philosopher Voltaire. The main character of the novel inspired Mr. Gillier because of his charisma, modernity and bravery. The fashion Brand has products for women but also for men and even a children line. Zadig & Voltaire is well known for its cachemire with rock skulls in brodery, their tshirts and the mythic Touly bag. The creative universe of the Brand is quite broad as they have a Music…

Angel by Thierry Mugler, happy 20th anniversary!

Angel by Thierry Mugler, happy 20th anniversary!

The fragrance Angel by Thierry Mugler is celebrating its 20th anniversary this year. From 1992 (its launch) and 2012, it was a real adventure, going from an extravagant dream towards the establishment of a market leader. Let’s celebrate! Everybody is waiting to know what surprises the brand with the star is preparing. In the meantime, follow this timeline. The Fragrance industry is by far one of the most dynamic segments of the luxury business. Each year, we identify more than 300 new fragrance launches in the world. After a period of 10 years, only 1 or 2 are still around. What makes the difference between a true creation that becomes timeless and a failure ? Probably the courage, the originality and the “convictions” a creator will place on it. And Angel by Thierry Mugler definitely  is part of these fragrances that changed the way perfumers were creating fragrances. There was…

Allure Homme Sport Eau Extrême, disappointing.

Allure Homme Sport Eau Extrême, disappointing.

La Maison Chanel is revealing this week a new fragrance, Allure Homme Sport Eau Extrême, a flanker of Allure Homme Sport, already a flanker of Allure Homme. Purely disappointing. On the feminine side, Chanel always makes us dream. N.5 Eau Première was a beautiful creation and the Exclusive collection is for most of them real wonders. But in the masculine side, creation stopped with Egoiste in 1990. With Allure Homme Sport Eau Extrême, we have a less peaceful sport as we are moving from sailing to surfing. On the main advertising we can see the worldwide surfer Danny Fuller. He is officially the Brand sport spokesperson. In the adverting video we can see Fuller in the art of action. Check it here: In term of Flacon, nothing really new. In deed we can see the original Allure Homme Sport flacon in a darker grey version. It is supposed to express…

Louis Vuitton Parfums, a new journey.

Louis Vuitton Parfums, a new journey.

In the Fragrance industry we can have historical Fragrance houses, the Cosmetic brands, we have the fashion houses, the jewelers or even very “marketed” brands. And now we have Parfums Louis Vuitton. This french luxury house is at the same time a summary of the entire luxury industry. A great heritage, a timeless elegance and a sexy creativity either thanks to their Artistic Directors but also with great artistic collaborations. And now they are going to have Fragrances. Since Marc Jacobs took the artistic responsibility for Fashion and fashion accessories at LV, the french malletier just took off with the brand territory extensions. In moments in which some rumors are talking about the departure of Marc Jacobs to Dior as their new artistic Director, we got the official news that Louis Vuitton has now, officially, a Fragrance division. This news is crystallized on the arrival of Jacques Cavallier-Belletrud as Master Perfumer…

Chanel Chance, 3 new videos

Chanel Chance, 3 new videos

Chanel launched 3 new videos about Chance, Chance Eau fraîche and Chance Eau Tendre. 3 fresh and interesting spots with a smile on top. We can see the top model Sigrid Agren. She is half french-swedish and she has worked for many top fashion houses as a model: Chloé, Lanvin, Calvin Klein, Gucci, Stella McCartey…  She totally represents the innocence of Youth in which everything is possible, you just need to cease your … chance! She is 17 years old, still continuing studies and she is a perfect example of Chance. Of course we need to mention the huge work of creation of Jean-Paul Goude for translating the fragrance concept into film and pictures. His eye is always there behind the camera and he is today one of the biggest creative forces in France. The challenge is that from all Chanel fragrances, Chance is the less “Chanel-conventional”, so the Brand…

Miss Dior Chérie, Marketing wins…

Miss Dior Chérie, Marketing wins…

It is official, The Fragrance Brand Christian Dior has decided to call Miss Dior Chérie as simply as Miss Dior. But what happens to the 1947 Miss Dior? Well, it becomes now Miss Dior “Original”. What should we think about it? 1947 Miss Dior represented the uniqueness of Dior with its new look. The war was over and everybody was looking for something new, something exciting… a renewal. And since then, Miss Dior parfum was a big hit. This beautiful classical chypre with its green, floral and woody notes, became part of the fragrance legends. With the launch of J’Adore in 1999, lot’s of things changed at Dior. The Fragrance Brand was not anymore a historical reference, it became one of the world market leaders. We could also talk about the Poison saga, especially with the latest Hypnotic Poison or the Dior Colognes for men, but the real big commercial…

YSL Opium new TV ad… just pure class.

YSL Opium new TV ad… just pure class.

This month, Yves Saint Laurent Parfums launched the new TV advertising for its incredible fragrance for women, OPIUM. It is by far the most elegant, luxury, divine, amazing and incredible high-class Tv Ad that came across my eyes and my ears on the past 2 years…. minimum! The Ad features british actress Emily Blunt, best known for her roles in The Devil Wears Prada, The Young Victoria, and The Adjustment Bureau. She has been nominated for two Golden Globe Awards, two London Film Critics’ Circle Awards, and one BAFTA Award. She won a Golden Globe Award for her work in the BBC television drama Gideon’s Daughter. The print ad here above was shot by Patrick Demarchelier. We can see an amazing Emily Blunt with magnetic eyes. You could give your soul to the Devil for her… Beautiful. Ok, back to the Tv Ad. The film is totally on the path of sulfurous and subversive Saint Laurent style. In an intense play…

Finally the Fragrance industry has its bible…

Finally the Fragrance industry has its bible…

In november a new book about Perfumery will be launched. But this time, it will be a master reference. I remember when I was studying at the Fragrance Institute in France, that there was no books. In deed, there were no reference books like we have in many other disciplines. I always wondered why so? Several people, perfumers and consultants mostly, wrote several books about or around the Fragrance industry. But none are considered as references, in the way I would see a school book. But things might change hopefully. When I was at school, I had a brilliant teacher for Perfumery history. Her name is Elisabeth De Feydeau and I must say she is one of the most passionate person I know in this industry. She spent all her PHD time in the perfumery archives in Paris and in the south of France. She knows more about the creation…

Sisley Eau d’Ikar – the new video

Sisley Eau d’Ikar – the new video

Sisley is launching in October its new masculine fragrance called EAU D’IKAR. Eau d’Ikar gets its inspiration on the myth of Icarus. In greek mythology, the main story told about Icarus is his attempt to escape from Crete by means of wings that his father constructed from feathers and wax. He ignored instructions not to fly too close to the sun, and the melting wax caused him to fall from the sky. For Sisley, Ikar is a name that represents a poetic intention. The deep desire of men to fly. Not to challenge the sky but to take off of the land, gain lightness and an intense feeling of freedom. Ikar is courage and fantasy. It is a powerful man that knows his limits and plays with it. It is a man who are not afraid of looking into the limitless boundaries of the sky. If you want to read more, check my full…

Chanel, Mugler… which train would you catch?

Chanel, Mugler… which train would you catch?

At Luxury Activist we realized that Trains and Fragrances are very linked. Not that trains smell or that Fragrances look like trains, but we realized that 2 of the market leaders in the fragrance business decided to use a similar story to illustrate their iconic fragrance: a train travel. The First one was Chanel with it’s famous N.5. We can see a very elegant film in which a woman takes a train and lives an intense adventure, mostly thanks to the fragrance.  The second one is Thierry Mugler who basically does the same for it’s iconic Angel Fragrance. Of course the 2 brands are different so the execution is different. But we can really ask ourselves why trains? Here below are some differences and similarities between the 2 movies. – Both have a woman, Audrey Tautou for Chanel and Eva Mendez for Mugler.              …

Balenciaga Paris – L’Essence

Balenciaga Paris – L’Essence

Balenciaga is launching a new fragrance under Balenciaga Paris line. It is called Balenciaga Paris l’Essence. It is a more intense version of the original fragrance, a more intimist approach. Charlotte Gainsbourg is still the timeless beauty of one of the most elegant fashion houses in France. When Balenciaga launched Le Dix in 1947, the Fashion house started writing its legend in the Fragrance history books. A great fragrance defying time and trends. In 2010, under the impulsion of Nicolas Guesquières artistic guidelines, the Brand launched Balenciaga Paris. A beautiful and elegant fragrance, already a classic somehow. Nicolas Guesquière asked his Muse, Charlotte Gainsbourg, to embody the fragrance line. Now, one year after the launch of Balenciaga Paris, the Brand is launching a more intense version called L’Essence. It is the essence of Balenciaga, something less institutional and more intimate. According to the creative director, it is a closer look…

The new face(s) of Womanity by Thierry Mugler

The new face(s) of Womanity by Thierry Mugler

One year after the launch of Womanity, the latest women fragrance, Thierry Mugler launches a new visual campaign that is supposed to re-vamp the initial concept. According to the fragrance Brand, Womanity is about the invisible link that connects all women together, all ages, all generations. The first visual was in line with a certain idea of mythology as you can see here: On this first visual we can see 4 pictures took from the concept film made by Thierry Mugler himself. One woman wears a haute-couture hat/accessory, another one wears a helmet displaying the flacon metal decoration and the other 2 girls look quite natural. We can understand the link between past and present, old and modern, illustration and reality. It did not look like a normal standard advertising. Like it or not, that was the way Womanity Eau de Parfum started its life on the internet and point…

Sisley Eau d’Ikar, new fragrance for men

Sisley Eau d’Ikar, new fragrance for men

Hi, I got an invitation from Ms Sonja Glavas, Marketing and PR manager for Sisley Cosmetics for the presentation of their new fragrance for Men: Eau d’Ikar. You can see my first article about it here. Thanks to this appointment, I could get deeper into the understanding of the concept, the flacon and the fragrance itself. Eau d’Ikar gets its inspiration on the myth of Icarus. In greek mythology, the main story told about Icarus is his attempt to escape from Crete by means of wings that his father constructed from feathers and wax. He ignored instructions not to fly too close to the sun, and the melting wax caused him to fall from the sky. For Sisley, Ikar is a name that represents a poetic intention. The deep desire of men to fly. Not to challenge the sky but to take off of the land, gain lightness and an intense feeling of…

JØ5EPH K – Contemporary Perfume Architecture

JØ5EPH K – Contemporary Perfume Architecture

This week, let’s discover a very interesting fragrance brand called JØ5EPH K: when Architecture meets high-perfumery creation. This is a Made in USA brand created and animated by the multimedia artist, now perfumer, Brad Kalavitinos. Follow the tour here. Each year the Fragrance industry has more or less 300 new fragrance launches. It becomes hard to find our way throughout the Perfumery shelves. The main actors like LVMH, L’Oréal or even P&G master the market and generate each year billions of dollars. Aside these highways of creation, we can see that, on the past 10 years, young and creative brands were founded. These brands were most of the time the aim of one person, a creator in a way. JØ5EPH K is the creative and artistic result of a contemporary artist called  Brad Kalavitinos. He was born in the US and after his degree in multimedia and fine art, he…

Prada Color blocking new fragrance: Prada Candy

Prada Color blocking new fragrance: Prada Candy

Prada is launching a new fragrance, totally inspired by Color blocking, in my opinion. Its name: Prada Candy. We can see that after the minimalistic approach of perfumery, the italian house decided to change directions and be more…. bold. We can see that this summer a wind of wildness is blowing on fashion as Color blocking becomes the code. I already wrote an article about this when Louis Vuitton launched its new bags collection. And we can see that some brands took this trend as mainstream, like Gucci, Prada or Fendi. Here we can see that Prada definitely is playing bold as the new fragrance, Prada Candy is so color blocking. Here is some images of the last fashion collection and you will see what I mean. On the Fragrance side, Prada Candy is launched this summer in the USA and then in September in Europe. The Fragrance is also…

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