Chloé will launch a new women's perfume from the end of 2012 to February 2013 called SeebyChloé, a branding effort at conveying the presence of their See by Chloé fashion collection in fragrance form. The composition is signed by perfumer Michel Almairac who is the author - together with Amandine Marie - of one of their pillar perfumes, Chloé (2009)...
The new perfume will target younger women. The advertisement campaign is fronted by 23-year old Dutch model Bette Franke, the current face of their 2012 fall/winter Lookbook collection for See by Chloé.
The bottle reportedly mimics a precious bird cage, with the idea that the bird is waiting to be set free.
A cage is also a see-through habitat, which would mesh well with the name of the perfume and fashion collection, "See".
We await the perfume bottle in the shape of fish bowl to express the lack of intimacy and privacy in the age of Internet.
According to Research Studios Paris which art-directed the international press launch, "The concept was to create a young, fun, playful, yet arty and elegant experience to introduce the universe of this new Chloe story."
The eau de parfum is said to be a fruity-floral. Top notes are apple blossom, bergamot; Heart notes are jasmine, ylang-ylang; Base notes are musk, vanilla and sandalwood.