Coty has launched Chloé Eau de Parfum Naturelle, the new feminine fragrance from Chloé. The vegan fragrance is made with 100% natural origin, ethically-sourced ingredients and comes in lower carbon-impact packaging. It was launched in Europe and Asia Pacific travel retail in October, with an Americas travel retail roll-out planned for May 2022.
The woody rose fragrance expresses a return to pureness and simplicity as the wholly natural formulation limits the range of ingredients. Chloé Eau de Parfum Naturelle uses naturally-derived alcohol and water and is free from filters and artificial colourings.
According to the brand, the scent “celebrates authentic femininity that evolves in harmony with nature”. Created by Perfumer Michel Almairac, the fragrance offers Chloe’s signature Bulgarian rose heart, with neroli, fresh citron and blackcurrant buds. It closes with mimosa absolute and cedar base notes, leaving a powerful woody signature.
In addition to the sustainably-sourced rose, the citron and neroli raw materials are grown in sustainable plantations in Mexico and Italy.
Chloé’s signature square-shaped flaçon has been refreshed in a green/grey shade, which is also used in the carton and velvet ribbon tied around the bottle neck. 25% of the glass bottle, 40% of the cardboard box and 100% of the polyester used in the ribbon are made with recycled materials.
The fragrance campaign once again stars British actress and Chloé Brand Ambassador Lucy Boynton. It was directed by Jonathan Alric. Alric is one-half of the French directing and performing arts duo ‘The Blaze’, whose musical score also features in the campaign film.
According to the brand, Boynton personifies the Chloé woman. Her motto ‘My nature, my strength’ reflects Chloé’s own values of ‘humanity, courage and openness.’
Since its founding in 1952, Chloé has been guided by the philosophy of Founder Gaby Aghion whose mission was to bring contemporary femininity to the fashion world. Today, Chloé has committed to making a positive social and environmental impact through the advancement of women and inclusiveness projects. The Maison is also working to reduce its environmental impact across its fashion, fragrance and beauty businesses.
