Chloé ‘reinvents the rose’ with Lumineuse EDP rolling out in GTR now

By Faye Bartle |

Chloé Eau de Parfum Lumineuse

Left: TRBusiness’ Faye Bartle with Coty’s Markus Stauss, VP Global Marketing Travel Retail. Right: The new Chloé Lumineuse EDP.

ON LOCATION: TRBusiness is in Paris with Coty for the launch of Chloé L’Eau de Parfum Lumineuse – the latest addition to the brand’s fragrance world, which is being rolled out in travel retail worldwide.

At the global PR event at Hôtel Pourtales, which was attended by members of the press and KOLs, Markus Stauss, VP Global Marketing Travel Retail told TRBusiness that its introduction in the channel, across 450 locations, will be supported by dedicated animations (more details to come soon). The campaign is once again fronted by British-American actress Lucy Boynton.

The scent captures the signature rose of the fragrance franchise, yet with a new ‘luminous’ and ‘feminine’ twist of vanilla and jasmine sambac.

Perfumer Ane Ayo, who describes it as a” sunny rose”, gave guests a masterclass in the notes that characterise the scent and how they have been layered up.

“I wanted to reinterpret the iconic Chloé Signature rose by guiding it into new territory,” explained 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.”

In a one-on-one interview, Ayo told TRBusiness more about the creative brief to reinvent the Chloé rose.

Chloé Eau de Parfum Lumineuse

Hearing the story of the scent from perfumer Ane Ayo (left).

“I had a vision of a luminous rose and my goal was how to translate that into a perfume,” she said.

The idea was to convey an addictive quality in the rose (enticing consumers to smell it over again), but in a mineral and salty way.

“This is a new trend in perfumery as it gives us ways of texturing the fragrance,” she continued. “So I worked around that by choosing the vanilla to facilitate that – it’s sweet, creamy and complex, but with a saltiness. So it was a play on the raw materials to create a contrast.”

The duality reflects Chloé’s distinctive persona of a strong, powerful woman, with a delicate side.

“It also has an elegance and I like the idea that it’s a woman who doesn’t have to choose – you can be both. That’s why women can relate to this fragrance.”

Ayo described the fragrance collaboration process between the perfumer and the brand as similar to a design collaboration.

Chloé Lumineuse is the result of 500 “try-outs” to discover the ultimate balance and combination.

Chloé Eau de Parfum Lumineuse

Caroline Javoy, SVP Global Brand for Chloé fragrances (right), introduces perfumer Ane Ayo.

Like the other fragrances in the line, Chloé Lumineuse is formulated is with natural-origin fragrance, (denatured) alcohol and water.

“For this fragrance, I needed to use a very specific palette,” explained Ayo. “For me, this is the future of perfume – brands are all going in this direction and Chloé was somehow ahead.”

In terms of how it builds on the existing fragrance range, she said: “The new Chloé rose is sunny and sensual – it wasn’t before.

“After Covid, I think people were looking for comforting and sensual fragrances that are complex and have texture. For me, that’s the biggest difference that this new chapter is giving us this new dimension.”

Chloé Eau de Parfum Lumineuse

Guests enjoyed an elegant dinner to celebrate the new launch at La Grande Menuiserie on 9 November, complete with interactive elements inviting guests to discover the fragrance once more, and live music.

For the first time, the bottle echoes the Maison’s trademark stitching showcased in its fashion and accessories, with a pink thread hemming the beige ribbon tied to the bottle’s neck.

The bottle itself contains 25% recycled glass and the ribbon is made from 100% recycled polyester.

READ MORE: Coty celebrates 25 years of Boss Bottled with new Elixir fragrance

READ MORE: Miley Cyrus is face of new Gucci Flora Gorgeous Magnolia EDP from Coty

READ MORE: Coty extends Chloé Atelier des Fleurs with Chêne, Hysope and Immortelle


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