PARIS — Cacharel is launching its first new perfume in seven years.
Referred to as Ella Ella, the scent follows Sure I Am, from 2018.
“We needed to return again with a brand new imaginative and prescient of femininity for at the moment,” defined Sandrine Groslier, international president, luxe perfume manufacturers at L’Oréal.
She stated Cacharel is the one fragrance model within the magnificence large’s luxe portfolio chatting with younger ladies’ blooming femininity.
“There are new modifications for this era over the previous years,” she stated. “We actually needed to embody this new imaginative and prescient of freedom, of being [true to] your self on the earth at the moment.”
Because the coronavirus pandemic, younger individuals have handled extra stressors and rising despair ranges.
“Pleasure is absolutely one thing that’s essential on this challenge,” stated Groslier. “It is stuffed with shade.”
From the marketing campaign for Cacharel’s Ella Ella.
Courtesy of L’Oréal
Ella Ella can be a tribute to the origins of Cacharel, which was born within the Camargue area of France and whose identify comes from a chook discovered there. That’s the place the marketing campaign photos have been shot by Florian Joye.
“All of the Cacharel universe is linked to nature,” stated Groslier, including the yellow of the promoting’s shade block channels assumed femininity, and the picture’s sense of motion is vital.
The marketing campaign’s movie, about self-discovery, was directed by India Sleem and set to Santa singing “Chanter le Monde.” There’s a kaleidoscope of butterflies and a spot the place the starring mannequin falls into her mates’ arms.
“We needed to precise this concept of sorority,” stated Groslier. “Every time we launch a perfume, we attempt to provide ladies of this era a protected house to be free, to be themselves.”
Like prior Cacharel fragrances, comparable to Anaïs Anaïs from 1978, Ella Ella has a repeating identify. Its peachy-pink, refillable bottle is capped with a sphere and emblazoned with a butterfly figurine.
“It’s a logo of this transformation of a lady,” stated Groslier. “It’s a course of of unveiling and assuming who you might be.”
IFF perfumer Dominique Ropion, who created Cacharel’s Amor Amor scent, developed the brand new perfume, which incorporates notes of vanilla, orange blossom and jasmine.
Its costs vary from 59 euros for the 30-ml. eau de parfum to 118 euros for the 100-ml. edp. Ella Ella will first launch in France on Monday, adopted by a rollout throughout Europe and the U.S. by means of the primary half of 2025.
L’Oréal executives wouldn’t focus on forecasts, however trade sources estimate Ella Ella will generate 40 million euros in first-year retail gross sales.
Groslier known as Cacharel the model of “firsts.”
“With Amor Amor, we’re the model of old flame,” she stated. Ella Ella goals to symbolize the primary time a lady launches herself into the world.
Cacharel’s largest nations are France and Spain, whereas different robust markets embody Latin America and journey retail Europe.
“We’ve additionally bought alternatives in new and rising nations,” stated Groslier. There are ambitions for the U.S., too.
Two years in the past Groslier started elevating Cacharel’s positioning, whereas sticking to its DNA.
“We totally reworked the aesthetic of the model,” she stated.
