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KARL LAGERFELD - The IKONIK FRAGRANCE LAUNCH
KARL LAGERFELD - The IKONIK FRAGRANCE LAUNCH
KARL LAGERFELD - The IKONIK FRAGRANCE LAUNCH
KARL LAGERFELD - The IKONIK FRAGRANCE LAUNCH
KARL LAGERFELD - The IKONIK FRAGRANCE LAUNCH
KARL LAGERFELD - The IKONIK FRAGRANCE LAUNCH
KARL LAGERFELD - The IKONIK FRAGRANCE LAUNCH
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KARL LAGERFELD - The IKONIK FRAGRANCE LAUNCH

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  • 1. T R A I N I N G
  • 2. “I LOVE PERFUMES. I HAVE DESIGNED A FEW IN THE PAST AND AM HAPPY TO PRESENT YOU A NEW ONE TODAY. I LOVE WOMEN’S FRAGRANCES; I LOVE MEN’S FRAGRANCES. THEY MAKE LIFE MORE BEAUTIFUL. FRAGRANCE IS, IN FACT, FASHION FOR THE NOSE.”
  • 3. “CREATING THE KARL LAGERFELD FRAGRANCE FOR MEN INVOLVED INVENTING AN OLFACTORY SIGNATURE WHICH WAS GRAPHIC AND BOLD. I TRANSLATED THE EMBLEMATIC BLACK AND WHITE OF HIS WORLD THROUGH A CONTRAST OF SENSUAL MATERIALS WITH A STRONG CHARACTER, WHILE KEEPING A VERY CLOSE EYE ON QUALITY. I THOUGH OF A MAN WHO FEEDS ON LIGHT WITHOUT BEING AFRAID OF CONFRONTING SHADOWY AREAS. BURSTING WITH BRILLIANCE, THE INGREDIENTS ATTRACT ATTENTION, BUT ALWAYS WITH STYLE AND RESTRAINT. MANDARIN ESSENCE AND LAVANDIN ESSENCE ARE NOTED FOR THEIR NATURAL FRESHNESS, WHILE VIVACIOUS, MASCULINE VIOLET LEAF STRUCTURES THE ENTIRE COMPOSITION. VOLUPTUOUS AMBER RESPONDS TO THIS CLARITY .TO PERFECT THE IMPRESSION, I ADDED A SURPRISING AND HUMOROUS APPLE NOTE . THIS FRAGRANCE WAS DESIGNED IN THE IMAGE OF THE LAGERFELD MAN: ELEGANT, SELF-ASSURED AND REMARKABLE.” JEAN-CHRISTOPHE HÉRAULT, PERFUME DESIGNER AT IFF PERFUME DESIGNER’S INSPIRATION
  • 4. “CREATING A FRAGRANCE FOR KARL LAGERFELD MEANS USING A PERFUME TO CONVEY A WHOLE WORLD OF FABRICS, SOPHISTICATED CUTS, TEXTURES, VALUES AND STRONG IMAGES. CREATING IT WAS LIKE STARTING WITH A SILKEN THREAD, THE IDEA OF A SENSUAL, LUMINOUS FLOWER, AND WEAVING IT GRADUALLY UNTIL WE OBTAINED A LIMPID FRAGRANCE WITH MULTIPLE FACETS. THIS FRAGRANCE IS LIKE AN OLFACTORY GARMENT WHICH REVEALS THE VISION OF AN OUTSTANDING CREATOR: A BOUQUET OF CARNAL FLOWERS WHICH CLINGS TO THE SKIN LIKE A GOWN WITH A PERFECT CUT.” CHRISTINE NAGEL AND SERGE MAJOULLIER, PERFUME DESIGNERS AT MANE PERFUME DESIGNERS’ INSPIRATION
  • 5. Two new olfactory signatures by Karl Lagerfeld, both iconic and refined, incarnate the essence of style. Combining modernity and sensuality, they express a feeling of strength, desire and self-confidence. THE CONCEPT The ad visual evokes a dual approach, both sensual and sophisticated, the powerful attraction and real magnetism of a couple and their unique fragrances. Shot by Karl Lagerfeld THE CAMPAIGN The bottles are designed as modern icons of Karl, dressed in chiseled glass and shiny studded steel and adding the sophistication of a rock attitude to an elegant code based on black and white. THE PRODUCT EAU DE TOILETTE FOR MENEAU DE PARFUM FOR WOMEN An exalted green floral Lime – peach Rose – magnolia – frangipani Musks – amber woods An aromatic sensual fougère: Mandarin – lavender oil Apple – violet leaf Sandalwood – amber harmony Range: 85 ml 45 ml 25 ml Range: 100 ml 50 ml 30 ml COMPETITION Gucci Guilty Bleu Chanel Dolce & Gabbana Light Blue J’Adore Dior

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