Tommy Hilfiger launched a new duo of fragrances this month called Loud for Her and Loud for Him. The quirk here is that the brand wanted to inaugurate a new creative approach this time and instead of releasing just an ad campaign jingle, they set the bar higher by asking British pop duo The Ting Tings to co-create music for them as inspired by the fragrances. The result is that the new song entitled "We're not the same" will be included in the group's upcoming album as a legit song (see teaser after the jump.) From a brand-management and fashion perspective, Hilfiger sees the new scents as addressing themselves to their denim purchasers, the gen-y generation which is one of the most important sources of inspiration for fragrance designers these days. Galliano recently hopped onto the bandwagon with his second masterbrand Parlez-Moi d'Amour fronted by Taylor Momsen (see launch party.)
"We wanted to make sure that we stayed connected to that consumer, but we also wanted it to be authentic. We are talking to a generation that craves the newest -- but they don't want gimmicky and fake. We didn't want something that professed to be a rock 'n' roll fragrance -- we wanted to have a real rock 'n' roll fragrance, and to do that we had to develop it in a way that has never been done in fragrance before."...
Loud for Her and Him are said to be both riffs on a rose and patchouli accord, which could potentially be dangerously predictable and stereotypical as it is one of the most used accords in perfumery these days. But Hilfiger sees a bridge with his own past and a line of both tradition and change running from the patchouli of Woodstock and the patchouli sung by The Ting Tings.
"When I had my hippie boutique in the Seventies, [patchouli] was the oil of choice," Hilfiger said with a laugh. "It was the choice of all of the people of the Woodstock generation. I wanted to reinterpret it and reintroduce it in a new way."
Noses Aurélien Guichard and Yann Vasnier of Givaudan co-created the perfumes. The feminine version is fruitier with lychee added to the rose while the masculine version is more patchouli-centric with a tinge of rose and tobacco added to the base.
Available in the UK at theperfumeshop.com
Watch the teaser for "We're not the same,"