Naturally chloé – The new Chloé Eau de Parfum expresses the return to a pure and simple form.
Since 1952, Chloé has been guided by a spirit of freedom and the fresh energy that founder Gaby Aghion brought to women and the fashion world. The Maison is distinctive for its humanity, courage and openness. It is a unifying brand that has always rallied a community of women, giving them a voice.
Today, beyond an ongoing commitment to the advancement of women and inclusiveness, Chloé is focused on making a positive social and environmental impact.
From fashion to fragrance, the Maison is working to reduce its environmental impact across all Chloé’s designs. Creation and values are harmonising in new and meaningful ways.
The new fragrance, Eau de Parfum Naturelle joining the Chloé signature collection, reflects this approach.
This 100% natural origin fragrance has been developed with ethically sourced ingredients* and lower-impact packaging. Chloé’s modern woody rose returns to full bloom, resonating in the atmosphere of today.
Back to the essentials
The new Chloé Eau de Parfum expresses the return to a pure and simple form.
As the demands of a natural origin formula require a limited range of ingredients, the composition could be considered a true achievement. Chloé Eau de Parfum Naturelle is vegan and formulated with 100% natural origin fragrance, naturally derived alcohol, and water. It contains neither filters nor artificial colouring – just high-quality materials selected with care.
Chloé Eau de Parfum Naturelle celebrates authentic femininity that evolves in harmony with nature. The Chloé woman knows how powerful yet fragile nature truly is; she draws strength from it, while also being aware of the urgency to protect it. Nature is both her inspiration and her respiration.
A new rose in the chloé garden
The emblem of Chloé signature has always been a fresh, faceted, unique rose. This authentic flower is brought to the forefront at the heart of the new fragrance which was created by the perfumer Michel Almairac. Present in noblest form, it is grown on an organic farm in Bulgaria.
This essential rose joins neroli to form a velvety bouquet that exalts the vivid freshness of citron and blackcurrant buds. Soft, sunny mimosa absolute blends a sensuous floral spirit with the distinctive vibration of cedar base notes. This powerful yet refined woody signature leaves an impression that lingers for hours.
In addition to the rose, several other ingredients were carefully selected: the essences of citron and neroli, for instance, are produced on sustainable plantations in Morocco and Italy.
A new luxury
With its pure lines and waves inspired by the sunray pleating, the Chloé signature bottle requires no introduction. Today, it is accented in a fresh and fitting shade of a green-grey – appearing on the outside box as well as the ribbon tied around the bottle’s neck.
This iconic bottle is further reinterpreted to be lower impact through reclaimed materials: 25% of the glass bottle and 100% of the polyester in the ribbon are made with recycled materials, which also make up 40% of the cardboard box.
Chloé, naturally free
Embodied by Lucy Boynton, the Chloé woman is featured in a natural setting for the new campaign directed by Jonathan Alric, from the duo the blaze. The group also scored the music that sets the pace for the clip: “Breathe.”
The British actress personifies a Chloé woman in tune with her authenticity: a woman who values the essentials, immersed in a natural world imbued with strength and energy. Her motto: “My nature, my strength.” She feels restored and free. Fully in her element, the Chloé woman shares this moment with others, embracing their communion.
A symbiosis with the environment is also captured in an unprecedented black-and-white snapshot: the poetic vision of a spontaneous heroine perched at the top of her emblematic tree – a disarmingly natural portrait.
*the formula contains ethically sourced neroli, rose, cedarwood and citron