The Chloé universe is materialized by a deep delicacy combined with limitless sensuality and romanticism. However, it is precisely all these elements that we find in the eponymous perfume of the brand. The Chloé fragrance is an icon of feminine essences. In 2020, the brand decides to reinvent it to give birth to Chloé Rose Tangerine. There is also a new television campaign. Chloé Rose Tangerine even offers herself a brand new muse. For the occasion, the Chloé brand has set its sights on one of the most fashionable actresses of the moment: Lucy Boynton.
Chloé Rose Tangerine, a very refreshing and floral fragrance
Created by perfumers Sidonie Lancesseur and Michel Almairac, Chloé Rose Tangerine remains faithful to the iconic Chloé, revolving around a fresh and luminous rose. However, this flower is now associated with new fruity accents, and in particular with essence of tangerine, more solar and Mediterranean. The blackcurrant, for its part, reinforces the green tones of this juice, before the whole evolves towards notes of cedar and white amber. This contemporary trail is presented to us in the emblematic Chloé bottle, the tone of which this time becomes more orange-pink.
Lucy Boynton, Chloé’s new ambassador
Succeeding the previous Clémence Poésy, Haley Bennett or Chloé Sevigny, Lucy Boynton joins the very closed circle of Chloé’s muses. As a reminder, the actress was propelled to the front of the stage in 2017, by her role in “The Crime of the Orient Express” by Keneth Branagh. Then, it was in 2018 that the consecration arrived, thanks to his participation in the biotic “Bohemian Rhapsody”, hailed by many Golden Globes and retracing the incredible journey of Freddie Mercury and the group Queen. For Simona Cattaneo, President Luxury Brands at Coty, “Lucy Boynton was an obvious and perfect choice for Chloe. She is very feminine, sunny and elegant. It is a real natural beauty. For us, Lucy embodies the values inherent in Chloé, combining joyful self-confidence and freedom of mind. She is Chloe ”.
The poetic advertisement of Chloé Rose Tangerine
To highlight all the natural beauty of Lucy Boynton, the house of Chloé has set its sights on Jonathan Alric, director and member of the electronic music group The Blaze. Thus, having several strings to his bow, he also signs the soundtrack of this advertising campaign. In this television clip, Lucy Boynton reveals to the eyes of all what it is for her to be yourself. Thus, she laughs, dances, climbs trees or contemplates the sea from the top of a cliff. With her, everything is just emotion on the skin. The advertisement is filmed entirely in black and white, as are the photographs taken by photographer Karim Sadli. For Riccardo Bellini, Chief Executive Officer Chloé, “Lucy Boynton’s luminous spirit and natural beauty radiate with this Chloé collaboration. His passion, his joy,