Written by Menswear Style in Fragrance on the 23rd April 2014

Photography by Craig Landale

During last week’s Lacoste Desert Pool Party in Palm Springs, there was a giant 12 x 12 cube (a version of the fragrance bottle) with a very efficient doorman. In fact, no more than 20 names were on his list to gain entry. 

The reason for this top secret space was to launch the latest Lacoste LIVE fragrance to global media with workshops, lectures, interviews and more. Luckily we were there representing the UK! 

The new fragrance embodies an irrepressible energy. The energy to push boundaries, create its own path, its own style. Lacoste L!VE blends edgy style and authenticity. It attracts creative spirits, providing them with new possibilities to dress in a unique way.

“The new Lacoste L!VE fragrance is a whole new chapter for our fragrances. The unique design, concept and holistic campaign appeal to a more urban consumer seeking authenticity and creativity. That’s why creativity is at the heart of the new fragrance; from the way Lacoste and P&G Prestige have collaboratively developed the flacon, the juice and the innovative global campaign.” Antoine Delgrange, Global Marketing Director P&G Prestige. 

The Fragrance 

Heighten the senses, discover new perspectives and inspire creativity. Every component of Lacoste L!VE can be found in this unique fragrance: energy, creativity and a cool edge. 

The ingredients are expertly blended, coming together as one dynamic scent, but each also stands out individually – capturing a feeling of constant motion with ever changing sides as each note reveals itself.

The dynamic burst of lime hits you first. This zesty touch reflects the unique nature of the brand and is an unexpected and energetic top note – bright and sharp, to awaken your senses. 

Green leaves and aquatic notes are at the heart and accentuate the lime to bring vibrancy and freshness. The smoky warmth of Guaiac Wood and dark liquorice build the base notes of the fragrance, adding depth to the scent. 

The Campaign 

The campaign, “New Fragrance, New perspective,” inspires you to step aside, step back, and see life from a different angle. 

The idea of perspective is challenged through anamorphosis art created by renowned graffiti artist, Zoer (video below) who along with 4 other artists, also created live art installations in the shape of a cube at the Desert Pool Party.

Interview with Will Andrews 

We met with the highly passionate and knowledgeable Will Andrews, who is a fragrance expert and with his team at P&G, put together this cool new fragrance for Lacoste. 

He has been involved in the fragrance industry for 9 years and it took him 2 years to learn just the basics. Impressively he can recall a mind boggling 400 ingredients by memory and often gives lectures on the subject.

Tell me about P&G and the fragrance industry itself 

"It’s actually a relatively small industry in terms of workforce and experts. I believe fragrance has close parodies with the art world and music. The 90s for me was the male grooming revolution, just look at what Tom Ford did for male beauty at that time. The aim for me and my colleagues at P&G is to bring the identity of a fashion house to life which is exactly what we've done here for Lacoste LIVE"

What advice would you give our readers in regards to picking out a fragrance? 

"I’m fascinated by the audience of fragrance wearers. Smell has no age and no gender so I would advise you trust your instincts when choosing a fragrance. There’s actually approx. 1200 fragrances launched every year worldwide. Your scent is a direct genetic label of who you are but interestingly your partner should have a scent that is opposite to yours because we’re attracted to what is different and we adapt to our own scent making it harder to smell on others."

How important is the bottle design? 

"The bottle design is very important; it is the visual aspects of a campaign. I always hope that a celebrity endorsement is well matched. Once we had finished this Lacoste LIVE fragrance we just hoped the marketing and PR departments would do a great job too. After seeing the campaign video, I was so proud and I think it’s really cool."

We review the new Lacoste L!VE New fragrance, New perspective eau de toilette fragrance and interview fragrance expert Will Andrews.