July sees the release of a new scent from Lacoste (P&G) to mark its 80th birthday. The brand is adding a Noir edition to its masculine fragrance line Eau de Lacoste L.12.12, named after its classic polo shirt.
Eau de Lacoste L.12.12 Noir was created by perfumers at International Flavors and Fragrances, and has notes of chocolate, watermelon, basil, lavender, lemon verbena, cashmeran, coumarin and patchouli.
It also uses, according to Lacoste, a new long lasting fragrance technology named cyclodextrine. The molecule is said to cause the fragrance to continuously disseminate when in contact with moisture in the skin, enabling it to keep refreshing itself throughout the day. The bottle is designed in black glass and features the brand’s crocodile logo in green textile while the sides of the bottle were designed to resemble the cotton piqué of Lacoste’s polo shirts. Available in 30ml (u40) and 100ml (u67) edt formats, the fragrance will be publicised with a TV campaign showing the transition from day to night, and linking this to changing from a white polo shirt to a black one. There will also be a print campaign featuring the bottle under a black piqué shirt.