Iconic scent ‘reimagined’ for the modern man
We came up with the twisted version of the original and revamped the design,” said Interparfums regional director Louis Dassonville as a way to describe the new Lacoste Original eau de parfum that had its Manila launch recently.
The scent marks the first collaboration between Lacoste and the global fragrance company.
“The first thing you need to know is that this was inspired by our first Original scent that was launched in 1984. We kept a part of it, like the lavender notes, but added sandalwood and citrus. Sandalwood because it is a reminder of the wood rackets of René Lacoste, the founder of the brand, and citrus because it is elegant and fresh,” Dassonville told Lifestyle at the launch at the Balmori Suites in Rockwell Center, Makati City.
“We have been producing Lacoste fragrances since January. For us, it was a big challenge because the brand is super famous, and so it is very demanding. It’s good that we have the right team to do it and we have a good track record.”
Dassonville also revealed to Lifestyle the brand’s plan to launch another Original scent, this time for women. “We’re very excited about it because Lacoste was originally selling more to men. Now, we want to introduce it to women, and we’ve already come up with some options. I can already share that this will come with a very big launch next year,” he said.
Elevating a brand
With the iconic scent now “reimagined for the modern man,” Lacoste signed French actor-director Pierre Niney to become its brand ambassador in March. Niney has appeared in over 40 films and TV series and has been nominated for 13 film awards, of which he has won five. He is also the youngest winner of the César for best actor. He was last seen in the period adventure-drama “The Count of Monte Cristo.”
As to why an actor and not a sportsman was chosen to be its endorser, Dassonvile explained that this is reflective of the new direction of Lacoste, which has been an iconic French symbol since 1933.
“It was natural for us to choose Pierre because he is a typically elegant man. We want to elevate the brand, to also show its elegance,” he added.
Niney is the new Lacoste
brand ambassador.
Interparfums CEO for Asia Pacific Renaud Boisson said his company has found a solid and efficient partner in Rustan Marketing Corporation (RMK) in its goal to bring Lacoste Original to the Philippines.
Boisson noted that while Interparfums’ market for fragrances in Asia is quite small compared to what it has in Europe, the Filipinos’ love for perfumes is helping it grow.
“We are happy, even though we hear some groups are slowing down. For us, perfumes are growing in the Asia Pacific,” said Boisson, adding that this market has yet to mature, and therefore, still has huge potential.
Lacoste Parfums is available in leading department stores nationwide; online at Rustans.com and Zalora.
