Product category:
Design services
News Release from: Research Studios
Edited by the Marketingservicestalk Editorial
Team on 10 December 2007
Research Studios Paris launches Chloe
fragrance
Neville Brody's Research Studios Paris has art directed the international press launch of the new Chloe fragrance due out in February 2008.
The Research Studios concept was to create "Chloe's apartment" in a typical Parisian apartment where 200 guests followed a path from one room to another in order to discover the character of the fragrance step by step The two-day event was attended by international press, VIPs and trendsetters from all over the world - a crowd as diversely enigmatic as the three new faces of the fragrance: French actress Clemence Poesy, on the big screen shortly in the new film by Martin McDonagh; American actress Chloe Sevigny, starring in the series Big Love; and Anja Rubik, a top model who can also be spotted in the Chloe fashion campaigns
This article was originally published on Marketingservicestalk on 12 Jul 2007 at 8.00am (UK)
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Lionel Massias of Research Studios Paris commented: "We set out to create an event that was memorable and which articulated the true soul of Chloe: a mix of vintage, romantic and rock.
"It is hard to strike a new note in an industry that is so cluttered and so competitive - with the apartment concept we actually achieved this against all the odds".
The last time the Chloe brand released a fragrance was in 2005 with the Chloe Collection.
The scent will roll-out in Europe, Canada, the USA, Australia, the Middle East and Japan in February.
Today, Coty is the world's largest fragrance company and a recognised leader in global beauty with annual net sales exceeding $3.2 billion.
Driven by an entrepreneurial spirit, passion, innovation and creativity, Coty has developed an unrivaled portfolio of notable brands and delivers its innovative products to consumers in 91 markets worldwide.
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