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 as we speak,” defined Sandrine Groslier, international president, luxe perfume manufacturers at L’Oréal.
She mentioned Cacharel is the one fragrance model within the magnificence large’s luxe portfolio talking to younger ladies’ blooming femininity.
“There are new adjustments for this era over the previous years,” she mentioned. “We actually wished to embody this new imaginative and prescient of freedom, of being [true to] your self on the earth as we speak.”
Because the coronavirus pandemic, younger folks have handled extra stressors and rising melancholy ranges.
“Pleasure is de facto one thing that’s essential on this challenge,” mentioned Groslier. “It is filled with colour.”
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 chook 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,” mentioned Groslier, including the yellow of the promoting’s colour 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,” mentioned Groslier. “Every time we launch a perfume, we attempt to supply girls of this era a secure area to be free, to be themselves.”
Like prior Cacharel fragrances, reminiscent of 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 a logo of this transformation of a lady,” mentioned Groslier. “It’s a course of of showing 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. via 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 old flame,” she mentioned. Ella Ella goals to signify the primary time a lady launches herself into the world.
Cacharel’s largest nations are France and Spain, whereas different sturdy markets embody Latin America and journey retail Europe.
“We’ve additionally obtained alternatives in new and rising nations,” mentioned 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 mentioned.