Neville Brody’s Research Studios Paris has art directed the International press launch of the new Chloé fragrance due out in February 08.
The Research Studio concept was to create "Chloe's apartment" in a Typical Parisian apartment where 200 guests followed a path from one room to another in order to discover the character of the fragrance step by step.
The two day event was attended by international press, VIPs and Trendsetters from all over the world - a crowd as diversely enigmatic as the three new faces of the fragrance: French actress Clemence Poesy, on the big screen shortly in the new film by Martin McDonagh; American actress Chloe Sevigny,starring in the series Big Love; and Anja Rubik, a top model who can also be spotted in the Chloe fashion campaigns.
Lionel Massias of Research Studios Paris comments:
“We set out to create an event that was memorable and which articulated the true soul of Chloé: a mix of vintage, romantic and rock. It is hard to strike a new note in an industry that is so cluttered and so competitive – with the apartment concept we actually achieved this against all the odds.”
The last time the Chloe brand released a fragrance was in 2005 with the Chloe Collection. The scent will roll-out in Europe, Canada, the USA, Australia, the Middle East and Japan in February.
Coty Inc. is the world's largest fragrance company and a Recognized leader in global beauty with annual net sales exceeding $3.2 billion. Driven by an entrepreneurial spirit, passion, innovation and creativity, Coty Inc. has developed an unrivaled portfolio of notable brands and delivers its innovative products to consumers in 91 markets worldwide.
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