Chloé is launching its most significant fragrance since the debut of its signature scent in 2008, with the introduction of Chloé L’Eau de Parfum Intense.
Chloé’s new fragrance is a powerful reimagining of the original Chloé signature, which has remained the brand’s top-selling scent for years,
The creation of Chloé L’Eau de Parfum Intense involved revisiting all aspects of the original signature fragrance, according to Jean Holtzmann. “From a juice perspective, it’s a story of reinvention, because Michel [Almairac, the Robertet perfumer who created Chloé signature] worked with his son Romain in order to recraft the fragrance,” Holtzmann told WWD, highlighting the collaborative process that spans generations. “Now it’s really a story about rose and woods, which is also unusual.”
The original Chloé signature fragrance, which centered around rose oxide, was a pioneering fragrance with a unique campaign featuring three women. The new fragrance expands on the original, offering a dynamic exploration of the rose. It incorporates notes of raspberry, ambroxan, cashmeran, and cedar, all enriched by an intense infusion of woods. The scent is housed in a refillable bottle that mirrors the traditional Chloé design, featuring the signature grosgrain ribbon, now in garnet, and a black-and-ecru label.
“We wanted to reinvent the Chloé story for a different generation,” Holtzmann said, explaining that the L’Eau de Parfum Intense campaign is centered around themes of community and hope. “It’s a very important moment of reinvention on how we depict this idea of women.”
Chloé, established by Gaby Aghion in 1952 and named after her best friend, has always emphasized a narrative about women. Holtzmann reflected on this legacy: “There is this story about women which is at the core of the creation. It was interesting to revisit this and see what it means today.”
The campaign for L’Eau de Parfum Intense stars Arizona Muse, Malika Louback, Amrit, and He Cong. Unlike the individual portrayals in the original signature campaign, this one unites the women, emphasizing collective empowerment with the tagline, “We blossom together.” The campaign is set to the song “Seeds” by French artist Camille, underscoring the themes of hope and new beginnings.
The new parfum builds on Chloé’s efforts to bring sustainability into its fragrance offerings. The label has focused on using natural and responsibly sourced materials for years, including ethically sourced ingredients like rose essence and oakmoss, while also eschewing artificial colorants and filters. The packaging is equally thoughtful, featuring a bottle made from recycled glass and a cardboard box produced from sustainably sourced paper.
The new L’Eau de Parfum Intense fragrance will debut exclusively in Sephora stores across France before rolling out nationwide on August 26 and internationally in September.
Related on Ethos:
