PARIS — Jean Paul Gaultier is poised to launch its first males’s scent since Puig took the fragrance label in home in 2016. It comes at a time when the model has robust momentum in perfume and style.
Last 12 months Gaultier kicked off a technique through which the style home invitations a special designer every season. The first assortment, for which 5 designers have been charged with reinterpreting the model’s codes for a set known as Les Marins — nodding vigorously to Gaultier’s penchant for sailor stripes — dropped on May 28. Within three days, the clothes have been offered out.
“It brings a new energy to the brand, [while] keeping the strong DNA,” stated Vincent Thilloy, chief model officer for Paco Rabanne and Jean Paul Gaultier at Puig.
The coronavirus pandemic has brought about many manufacturers to reinvent themselves.
“You have to rethink everything you’re doing,” stated Thilloy. “It’s a really big opportunity to start new things, for innovations.”
Already between 2016 and 2019, the Gaultier perfume model gained 9 ranks worldwide. In Europe, it climbed three positions and now figures among the many high 10. Meanwhile, in Latin America, the model rose 12 notches.
Part of what spurred this was Puig having reworked and relaunched Gaultier’s iconic Le Male and Classique scents, for women and men, respectively.
“We completely rejuvenated this franchise, and it was a perfect time for us to come with something new, because Le Male is top five in Europe, top three in France, top five in the U.K. and top three now in Germany,” stated Thilloy. The scent figures within the high 9 in Brazil.
Gaultier launched the Scandal girls’s scent in June 2017, and beginning this month, Scandal for males will likely be launched with the target of it getting into among the many high 10.
“It’s the perfect moment to launch a new product in a very strong territory,” stated Thilloy, referring to the world of boxing, which is a fixture within the Gaultier universe. For his fall 2010 males’s ready-to-wear present, as an example, the model was in combating type and the style present got here not solely replete with a boxing ring, but in addition fashions sporting boxing gloves.
“The brand works with a lot of strong archetypes,” stated Thilloy. And their codes then inform the merchandise.
Scandal’s heavy glass refillable scent bottle, which is nearly sq. like a boxing ring, comes topped with a red-and-gold-colored crown, resembling a boxing champion’s. The scent’s outer packaging is wearing purple velvet, winking to boxing trunks.
Advertising for Scandal, which was directed by Jonas Lindstroem, options Parker Van Noord and Imaan Hammam. It was lensed in the identical venue — Gaultier’s Paris headquarters’ sweeping central corridor — because the boxing-themed present was held a couple of decade in the past.
The spot opens with Van Noord striding into the room carrying a crown and purple cape, which he dramatically sheds. The corridor is crowded with many an iconic Gaultier muse, together with Rossy de Palma and Anna Cleveland, when Hammam and her posse stride in. Van Noord begins to hit a punching bag, which she finally ends up standing behind.
The sport is now seduction. Van Noord and Hammam catch one another’s eye and make off to a different room. Their ardour causes the partitions to crack and the Eiffel Tower to shake, to the horror of onlookers. The final shot is of Van Noord again within the ring, towards the ropes, carrying a champion’s belt.
“We play with the codes with suggestive elements,” stated Thilloy.
Givaudan perfumers Quentin Bisch, Christophe Raynaud and Nathalie Cetto conceived the Scandal woody oriental scent. It has high notes of sage and the complete mandarin fruit, together with pulp and seeds; coronary heart notes of tonka bean, and base notes of vetiver and freshly minimize wooden.
The Scandal scent will launch on June 21 in France, adopted by Germany and the U.Okay. in August, after which the remainder of the world, save for the U.S., in September and October.
Retail costs vary from 76 euros for the 50-ml. eau de toilette to 120 euros for the 150-ml. model. A 200-ml. refill goes for 125 euros.
Puig executives wouldn’t talk about gross sales projections, however business sources estimate Scandal will generate 80 million euros in retail gross sales throughout its first 12 months on counter.
For Scandal, Gaultier’s heritage was mined then introduced into the current.
“There is a sort of continuity,” stated Thilloy. “There is no rupture between the history and today. Yesterday is still today.”
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