The Male On Board, a new Eau de Toilette appears at Jean-Paul Gaultier
“Le Male Essence de Parfum”, released in 2016, is therefore a new figure of Man without his striped sweater, with soft fragrances of leathers and skins. Communication is also reoriented towards spots highlighting the house and its innovative concepts much more than the old storytelling linked to the “Male”. "Le Male Essence de Parfum" aims to be powerful, soft and modern, carrying high the colors and originalities of the Jean-Paul Gaultier house.
The Male Essence de Parfum: the 2016 male is virile and daring
Reinterpreting a perfume classic such as “Le Mâle” is complex and daring. You have to be able to keep the notes of the original perfume while tuning them with new notes, without losing your audience. It was therefore decided that the bottle would undress its traditional marinière to offer a more woody and more refined fragrance while modernizing the raw materials.
As a result, the advertising campaign as well as the visuals have also been changed: no more muse, but on the contrary the highlighting of the cutting-edge techniques used by the great house Jean-Paul Gaultier for its creations. The spot for "Le Male Essence de Parfum" will therefore turn to the heart of the Jean-Paul Gaultier workshops at "The Factory" to offer aesthetic images offering a dreamlike vision that mixes reality and fiction of the making of a perfume.
However, for “Le Male Essence de Parfum”, Sailors and pretty women always rub shoulders with humor, a nod to previous daring campaigns, but they are only “accessories”. The object of the visual being the industrial concept. Because basically the real hero of communication remains the perfume "Le Male Essence de Parfum". And everything that is presented around is only fleeting.
Revisiting Le Mâle in 2016 by bringing it modernity and liveliness
In order to offer a bottle in line with the new concept of "Le Male Essence de Parfum", it was necessary to rework the design of the first "Le Mâle" perfume. So we took off his favorite striped shirt from the Man of the Male to make him more muscular and square. The bottle is therefore much more cut and worked on the edges, offering the house's favorite “glass man” an accelerated bodybuilding program.
As for the packaging of "Le Male Essence de Parfum", it goes back to the famous tin can of Jean-Paul Gaultier perfumes, the one that made the difference. But it too is reworked to propagate pretty bronze reflections as well as a luxurious medallion in order to always offer the same originality while adding a touch of elegance.
"Le Male Essence de Parfum" has of course also retained in its composition certain original elements which made it successful, such as the lavender notes, emblematic of JPG perfumes for their good retro barber smells. But the fragrance also offers more woody and more sensual accords. Indeed, the top notes of “Le Male Essence de Parfum” fresh bergamot are associated with aromatics and spices which offer a zesty and dynamic entry. Then the heart notes open up to the powers of lavender but prefer to be accompanied by the novelties diffused by the sweet and sensual scents of cinnamon and clary sage.
"Le Male Essence de Parfum" has therefore managed to retain the best of its many-praised origins, to turn with ease and brio towards more virile and ever more innovative horizons, like creations always ahead of their time. by Jean-Paul Gaultier.