Lancôme builds anticipation for its new Idôle fragrance
As make up, fragrance and skin care powerhouse, Lancôme prepares to roll-out its latest fragrance, the global brand has enlisted US actress, Zendaya Coleman, as its new ambassador.
The scent, named Idôle, is expected to reach customers through its official launch on 22nd August, a report by WWD said — revealing sales are expected to reach $300 million (€266.8 mn) in its first year. The name of the perfume itself, Idôle, takes inspiration from the female millennial generation and has been designed with travel in mind.
Following the announcement that Zendaya Coleman was joining the Lancôme team earlier in 2019, Idôle will be the actress and beauty ambassador’s first key campaign for the brand.
Made for, and primed to target the millennial market, Idôle is thought to have one of the slimmest perfume bottle designs on the market, measuring 15mm in thickness. Taking inspiration from smartphones, the fragrance can be matched with a protective case and can also be ‘recharged’ at a specific refill station.
Exclusive and sustainable nod
Perfumers Shymala Maisondieu, Nadege Le Garlantezec and Adriana Medina conceptualised and produced the “musky chypre floral fragrance”, which contains Isparta Rose petal essence from Turkey, made exclusively for Lancôme.
Centred on creating ‘clean’ notes from sustainably sourced ingredients, the perfume also features bergamot notes along with pear, Centifolia rose, India Jasmine Grandiflorum and chypre accords, boasting a new ‘clean and glow’ accord.
Describing the fragrance and its brand story, Lancôme, explains: “Here's to the ones who dream big. A new generation of conquering women. Strong. Outspoken. Empowered. Here’s to the leaders of tomorrow, daringly reaching for the sky and opening new horizons. Here’s to the new idols, paving the way for others. Declare the time is now, be your own idôle.”
The new generation is “questioning the status quo, breaking free from tradition and re-defining the meaning of success,” Françoise Lehmann, global brand president, Lancôme reveals. “Collective and beneficial for all women, this new confidence is inciting them to raise the bar a little higher every time.”
Introducing the new feminine fragrance, Lehmann added: “Idôle is a perfume that has meaning. I like the fact that it’s fresh and light.”
Lancôme appears to be focusing on multiple launches at present, after joining forces with fashion influencer Chiara Ferragni in May 2019, to unveil a make up capsule collection.