Mugler’s Alien experience

Couture firm Thierry Mugler to launch the fragrance Alien Eau Extraordinaire in full US distribution

In April, couture firm Thierry Mugler will launch the fragrance Alien Eau Extraordinaire in full US distribution, preceded by a one-month exclusive at Saks Fifth Avenue.

The original fragrance launched in 2005 but has always lagged behind the firm’s behemoth Angel. The new fragrance, created by Dominique Ropion and Véronique Nyberg of IFF, has head notes of Tunisian neroli and Italian bergamot tea, heart notes of tiare flower and cashmeran and base notes of white amber and heliotrope. The juice is pale beige in contrast to the original’s deep purple. It will come as an edp in two sizes: 60ml for $69 and 90ml for $89.

The bottle was inspired by gemstones and precious crystals, said Lionel Uzan, SVP of Sales and Marketing for the Clarins Fragrance Group, which holds the Mugler fragrance licence. The new design pays tribute to the ‘marquise’ style of cutting diamonds with 56 facets, and is curvier than the original with a heavier base.

The launch will be publicised by print ads in selected magazines, shot by Canadian director and photographer Floria Sigismondi, and will include a collapsible spray sample. There will also be an intensive campaign on social media and in the digital sphere, including an interactive game.

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