‘Chloé’s new rose addiction’. That’s how Coty is dubbing the fashion house’s latest fragrance offering, Chloé Lumineuse, unveiled at a VIP event in Paris on 9 November.
The Moodie Davitt Report Brands Director Hannah Tan-Gillies was on location for an occasion attended by Coty and Firmenich executives alongside media and international influencers.
Guests included Firmenich Perfumer Ane Ayo, who created the scent, and Chloé Fragrances Global Brand Senior Vice President Caroline Javoy.
Chloé Lumineuse represents a major launch for Coty in travel retail and is running across more than 400 animations in the channel.
The event kickstarted at the Hotel de Pourtale, where guests were introduced to the scent via a conversation between Ayo and Javoy. The women discussed the inspirations behind the scent, the modern rose accord that is central to the fragrance, and how it represents the next chapter of the brand’s fragrance journey.
Coty then transformed the La Grande Menuiserie into a dazzling Chloé Lumineuse space. Here, guests were able to discover the key ingredients in the scent and learn about the craftsmanship behind the handmade ribbons that decorate the flacon. The event also featured a live performance and seated dinner.
Chloé Lumineuse is a celebration of natural femininity. The delicate rose scent is 100% natural-origin and blends a complex rose accord with Sambac jasmine and vanilla, with warm amber tones as its base.
It is housed in a pleated glass bottle, which is decorated with a beige ribbon with delicate pink stitching. It contains 25% recycled glass and the ribbon is made with 100% recycled polyester.
During the event, The Moodie Davitt Report sat down with perfumer Ane Ayo to talk about Chloé Lumineuse, what it adds to the Chloé fragrance portfolio and how the rise of niche fragrances will continue to shape the world of perfumery.
Looking back at the vision that formed Chloé Lumineuse, Ayo said: “When Chloé came to me and asked me to reinvent the rose, I thought about how to play around this emblematic ingredient. That was the challenge, and my vision was to create a luminous rose filled with contrasts that conveys a new kind of rose addiction in a mineral way.
“I embellished the rose and vanilla with a sophisticated oakmoss facet that was more than just sweet. The result gives a lot of texture, complexity and minerality.”
Chloé, which has a strong fragrance portfolio that includes the popular Atelier des Fleurs range, is a strong driver for Coty Travel Retail. On what the new expression adds to the Chloé portfolio, Ayo said: “This fragrance adds a new kind of feminine sensuality to the Chloé fragrance portfolio which the brand has previously not explored. It’s addictive and comforting and something you want to smell again and again.”
Offering her insights into the rising popularity of niche fragrances and how this will influence bigger houses such as Chloé, Ayo said: “Niche fragrances are a very interesting development in perfumery.
“While before you only had a selected few houses, now you have a lot of new brands who bring their own stories and expertise into the market. I think this is driven by the public’s growing sophistication, interest and knowledge in perfumery.
“Because they understand perfumery better, customers want fragrances that are more sophisticated and have memorable stories to tell. This is a great development as it will help the market evolve.
“This is pushing brands to go back to the basics of perfumery, by looking at emblematic raw materials in a new way,” Ayo added. “Big brands can see that the public are looking for scents that are more unique and bespoke to them and they are addressing this by creating more sophisticated fragrances that go beyond traditional thinking.”
On why she believes that Chloé Lumineuse will resonate with travellers, Ayo said: “I think the sensuality and femininity of this scent will appeal to a lot of travellers. Perfume is something that makes you feel strong and confident and for me this is a fragrance that can really empower women, and that feeling is quite irresistible.” ✈
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