PARIS — Cacharel is launching its first new perfume in seven years.
Known as Ella Ella, the scent follows Sure I Am, from 2018.
“We needed to return again with a brand new imaginative and prescient of femininity for at the moment,” defined Sandrine Groslier, international president, luxe perfume manufacturers at L’Oréal.
She stated Cacharel is the one fragrance model within the magnificence big’s luxe portfolio chatting with younger ladies’ blooming femininity.
“There are new modifications for this era over the previous years,” she stated. “We actually needed to embody this new imaginative and prescient of freedom, of being [true to] your self on this planet at the moment.”
For the reason that coronavirus pandemic, younger individuals have handled extra stressors and rising melancholy ranges.
“Pleasure is admittedly one thing that’s vital on this challenge,” stated Groslier. “It is filled with shade.”
From the marketing campaign for Cacharel’s Ella Ella.
Courtesy of L’Oréal
Ella Ella can also be a tribute to the origins of Cacharel, which was born within the Camargue area of France and whose identify comes from a chicken discovered there. That’s the place the marketing campaign photos have been shot by Florian Joye.
“All of the Cacharel universe is linked to nature,” stated Groslier, including the yellow of the promoting’s shade block channels assumed femininity, and the picture’s sense of motion is essential.
The marketing campaign’s movie, about self-discovery, was directed by India Sleem and set to Santa singing “Chanter le Monde.” There’s a kaleidoscope of butterflies and a spot the place the starring mannequin falls into her associates’ arms.
“We needed to precise this concept of sorority,” stated Groslier. “Every time we launch a perfume, we attempt to supply girls of this era a secure house to be free, to be themselves.”
Like prior Cacharel fragrances, corresponding to Anaïs Anaïs from 1978, Ella Ella has a repeating identify. Its peachy-pink, refillable bottle is capped with a sphere and emblazoned with a butterfly figurine.
“It’s an emblem of this transformation of a lady,” stated Groslier. “It’s a course of of unveiling and assuming who you’re.”
IFF perfumer Dominique Ropion, who created Cacharel’s Amor Amor scent, developed the brand new perfume, which incorporates notes of vanilla, orange blossom and jasmine.
Its costs vary from 59 euros for the 30-ml. eau de parfum to 118 euros for the 100-ml. edp. Ella Ella will first launch in France on Monday, adopted by a rollout throughout Europe and the U.S. by the primary half of 2025.
L’Oréal executives wouldn’t focus on forecasts, however trade sources estimate Ella Ella will generate 40 million euros in first-year retail gross sales.
Groslier referred to as Cacharel the model of “firsts.”
“With Amor Amor, we’re the model of past love,” she stated. Ella Ella goals to signify the primary time a lady launches herself into the world.
Cacharel’s largest nations are France and Spain, whereas different sturdy markets embrace Latin America and journey retail Europe.
“We’ve additionally acquired alternatives in new and rising nations,” stated Groslier. There are ambitions for the U.S., too.
Two years in the past Groslier started elevating Cacharel’s positioning, whereas sticking to its DNA.
“We absolutely reworked the aesthetic of the model,” she stated.
