The Cube as a Symbol of Plural Perspectives
Lacoste will release a new men's fragrance from May 2014 called L!ve embodying the universe of the eponymous fashion line. "The fragrance will make help you to see beyond the obvious. New Fragrance. New perspective."...
"The new fragrance from LACOSTE L!VE embodies an irrepressible energy. The energy to push boundaries, create its own path, its own style."
Antoine Delgrange, Global Marketing Director P&G Prestige said, “The new LACOSTE L!VE fragrance is a whole new chapter for LACOSTE fragrances. The unique design, concept and holistic campaign appeal to a more urban consumer seeking authenticity and creativity. That’s why creativity
is at the heart of the new LACOSTE L!VE fragrance; from the way LACOSTE and P&G Prestige have collaboratively developed the flacon, the juice and the innovative global campaign.”
The eau de toilette is said to open on a burst of zesty lime seguing into a fresh and energetic heart of green leaves and aquatic notes before developing a base of smoky guaiac wood and dark licorice "adding depth and originality to the scent".
The composition was reportedly designed in such a way as to feel chameleon-like, changing overtime to release multivariegated facets and a sense of dynamic motion.
The advertizing campaign will debut in May 2014 illustrating the theme of perspective, the tag line being "New Fragrance, New Perspective". Graffiti artist Zoer will create anamorphosis art in a film directed by H5 in a twenty-second clip.
Via press release