Coty has added a new chapter to the signature Chloé Eau De Parfum collection, with the launch of the ‘solar rose’ scent Lumineuse.
TRBusiness was on location for the grand unveiling in Paris in November, accompanied by Markus Stauss, VP Global Marketing Travel Retail, and a selection of press and influencers.
Following its launch, Chloé Eau De Parfum Lumineuse started rolling out to 450 locations in travel retail, supported by dedicated animations.
The new scent is inspired by the idea of a freshly-picked rose in the sunlight.
“I wanted to reinterpret the iconic Chloé Signature rose by guiding it into new territory,” explained perfumer Ane Ayo.
“The idea was to create a wonderfully warm, delicate rose, and to bring out a more sensual facet of Chloé femininity without ever compromising on elegance.”
This new iteration brings the signature Chloé rose to the fore, with a new sparkling radiance.
The rich and complex rose scent is combined with sambac jasmine, with vanilla at the heart and ambery tones for added femininity.
Just like the other fragrances in the line, Chloé Eau de Parfum Lumineuse is formulated is with natural-origin fragrance, alcohol (denatured) and water.
In the style realm, Chloé is known for its stitching detailing, which features on pieces and accessories in the Mony line.
Eau de Parfum Lumineuse follows suit with a delicate pink thread hemming the beige ribbon tied to the neck of the bottle.
Furthermore, the bottle contains 25% recycled glass, while the ribbon is made from 100% recycled polyester.
The campaign is fronted by Lucy Boynton, British-American actress and face of the Chloé Signature range.