Recently I was invited by Chloé to Paris for the launch of the house’s new fragrance with the beautiful name Love Story. It is inspired by Parisian romance and the love padlocks on the bridge of the Pont des Arts; the campaign itself and the bottle design make this reference. I have to admit that it was a very special trip as I took a wonderful reminder with me home.
We were asked during the presentation if we remember how it felt being newly in love and how the small things in life were amazing, how it was even exciting to drink an espresso next to each other in a café. Sometimes we forget these little special moments in our busy schedules. But reminding yourself helps a lot…
After I arrived in Paris, I went straight to the Park Hyatt Paris – Vendôme to interview the French actress and model Clémence Poésy, who already was the face of Chloé Eau de Parfum in 2008. She is modern, graceful, free-spirited and has this certain “Je ne sais quoi” allure that most French women seem to have naturally. “I am very proud to represent Chloé fragrance again,” she told me. “It was so evident for me to come back to a brand that I feel so connected to.”
Her favorite fashion labels are Chloé, ACNE and her designer friend Erdem. The blonde 31-year old only wears make-up when she has to and loves the British seaside. She seems very down to earth when she states: “Beauty comes from what you feed yourself with, how you care about people.”
After the interview, I got to see the different places where the new commercial was shot under the lens of Mélanie Laurent. Clémence Poésy stars in a love story where two people meet and indulge in the most beautiful moments.
First stop was the beautiful Pont des Arts, that has become famous for all the padlocks attached to its railing. Couples come here to “seal their love” with this romantic gesture. Afterwards they throw the key into the Seine river below. In June 2014, part of the parapet on the bridge collapsed under the weight of all of the love locks that had been attached to it.
Then we went on a boat tour on the Seine where I could explore the packaging and the bottle the first time.
After the cruise we were picked up by these lovely gentlemen for a ride in a vintage Citroën.
They brought us to the flower market where Anne Flipo, the “nose” behind the new scent Love Story waited to tell us a little more about the creation. It was very important for her to walk directly with the Chloé team to understand what they wanted to have. “Sexy and clean” was the mission. Sounds pretty contradictions but once you smell this beautiful scent you understand what it means.
Top notes: Neroli
Heart notes: Jasmin Stephanotis and Orange Blossom
Base notes: Musk and Cedarwood
A floral love story – fresh and sexy.
The launch event culminated in the evening in a wonderful party over the rooftops of Paris where we enjoyed stunning views over Notre Dame, champagne and some fun dance moves. Clare Waight Keller, Creative Director of Chloé, celebrated along with Clémence Poésy, Mélanie Laurent and Anne Flipo this new declaration to femininity. Amazing women who all brought their vision to tell a beautiful story of love in a bottle.
Love Story Chloé will be available from today, September, 15 2014.
Love Story Chloé Eau de Parfum 30ml (CHF 97.00), 50ml (CHF 128.00) und 75ml (CHF 151.00),
Shower Gel 200ml (CHF 52.00) and Body Lotion 200ml (CHF 57.00).
Read more about this trip also in the upcoming October 2014 issue of L’Officiel Switzerland.
Photos: © Sandra Bauknecht