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 wished to come back again with a brand new imaginative and prescient of femininity for right this moment,” defined Sandrine Groslier, international president, luxe perfume manufacturers at L’Oréal.
She stated Cacharel is the one fragrance model within the magnificence big’s luxe portfolio chatting with younger ladies’ blooming femininity.
“There are new adjustments for this technology over the previous years,” she stated. “We actually wished to embody this new imaginative and prescient of freedom, of being [true to] your self on this planet right this 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 undertaking,” stated Groslier. “It is filled with coloration.”
From the marketing campaign for Cacharel’s Ella Ella.
Courtesy of L’Oréal
Ella Ella can also be a tribute to the origins of Cacharel, which was born within the Camargue area of France and whose title comes from a hen discovered there. That’s the place the marketing campaign photographs have been shot by Florian Joye.
“All of the Cacharel universe is linked to nature,” stated Groslier, including the yellow of the promoting’s coloration 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 buddies’ arms.
“We wished to specific this concept of sorority,” stated Groslier. “Every time we launch a perfume, we attempt to supply girls of this technology a secure area to be free, to be themselves.”
Like prior Cacharel fragrances, comparable to Anaïs Anaïs from 1978, Ella Ella has a repeating title. Its peachy-pink, refillable bottle is capped with a sphere and emblazoned with a butterfly figurine.
“It’s an emblem of this transformation of a girl,” stated Groslier. “It’s a course of of showing and assuming who you’re.”
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 the primary half of 2025.
L’Oréal executives wouldn’t focus on forecasts, however business sources estimate Ella Ella will generate 40 million euros in first-year retail gross sales.
Groslier referred to as Cacharel the model of “firsts.”
“With Amor Amor, we’re the model of past love,” she stated. Ella Ella goals to signify the primary time a girl launches herself into the world.
Cacharel’s largest international locations are France and Spain, whereas different robust markets embody Latin America and journey retail Europe.
“We’ve additionally bought alternatives in new and rising international locations,” 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.