The Pacollection campaign, directed by Sheila Johansson, involves the gang of six hanging around in Ricardo Bofill\u2019s Walden 7 and La Fabrica buildings in Barcelona. \u201cYou get this expression of singularity, really particular and free,\u201d said Dossena. \u201cLike in a gang, when you feel even stronger when you are together and express all that palette of feelings and expression with a lot of freedom.\u201d<\/p>\n
It\u2019s a fantasized reality, specified Dossena, who characterized it also as having a coolness, effortlessness and sophistication, with \u201csuper-strong characters and super-strong looks.\u201d<\/p>\n
The spots, coming in various formats for digital and in-store play, are underlined by David Bowie\u2019s song \u201cHeroes.\u201d<\/p>\n
Dossena\u2019s olfactive memory is based on sensation. \u201cI loved gasoline\u2019s smell when I was a kid, on the way to holidays,\u201d he said. \u201cThe smell of Coca- Cola, because it was sugary, a bit sparkly smell.\u201d<\/p>\n
Today, the designer sometimes mixes the scents he sports. He is particular to perfumes whose main notes are apparent from the get-go.<\/p>\n
\u201cI insisted that we keep it really free and strong in the combination of ingredients,\u201d said Dossena, of the Pacollection. \u201cI love that it\u2019s a really radical proposition.\u201d<\/p>\n
Crazy Me, for instance, has a m\u00e9lange of mimosa and wasabi notes. Dossena described Genius Me as giving the olfactive sensation of opening a washing machine or having someone ironing nearby. \u201cIt\u2019s a really comforting, super clean smell,\u201d he said. \u201cSomething that is almost cleaner than clean.<\/p>\n
\u201cFabulous is pumpkin, which is interesting, too,\u201d added Dossena.<\/p>\n
Meanwhile, Dangerous Me has vanilla, ginger, gray amber and cedar notes; Erotic Me, includes notes of milk and leather, and Strong Me comes with rum and vanilla notes. \u201c[It\u2019s] kind of sweet, but tough at the same time,\u201d said Dossena.<\/p>\n
\u201cNothing is too natural,\u201d he continued. \u201cIt\u2019s a bit pushed \u2014 as if all the notes were a bit artificial or chemical in that sense, which I found super modern and really the way to express that side of Paco Rabanne which is always searching for this other idea of luxury. I find it interesting that everything comes out a little bit synthetic in the fragrances, as well.\u201d<\/p>\n
The perfumers behind the scents were IFF\u2019s Dominique Ropion and Alienor Massenet; Firmenich\u2019s Marie Salamagne and Fabrice Pellerin, and Givaudan\u2019s Quentin Bisch.<\/p>\n
Dossena said he hopes people will approach the fragrances like fashion, and identify with the Pacollection of characters. \u201cIn a different part of the day, you can be genius, you can be crazy, you can be fabulous,\u201d he said.<\/p>\n
No scent in the line was market-tested, and perfumers had carte blanche for their creations, meant to express the \u201cwe can be heroes\u201d theme and be something never smelled before, according to Vincent Thilloy, senior vice president of prestige designers and alternative brands at Puig. He added there is no gender linked to a perfume.<\/p>\n
Under Dossena\u2019s creative helm, Paco Rabanne\u2019s fashion business has developed exponentially.<\/p>\n
\u201cWe are growing at three-digit growth season after season,\u201d said Jos\u00e9 Manuel Albesa, Puig\u2019s president of brands, markets and operations. \u201cSo we thought it was time to accelerate our One Rabanne strategy. Julien has created a real statement in terms of brand imagery, and it was time to pull all [that] together \u2014 fragrance and fashion.\u201d<\/p>\n
\u201cFor us it\u2019s key to enhance this brand perception, and fashion gives the edge,\u201d added Thilloy.<\/p>\n
\u201cThis is the first 100 percent co- creation between fashion and fragrance, both teams,\u201d continued Albesa. \u201cAs we [Puig] are the owner of the fashion house, we have tremendous opportunity to make both fragrance and fashion speak the same language.\u201d<\/p>\n
Today the Paco Rabanne fragrance franchise ranks fourth worldwide, following Chanel, Dior and Giorgio Armani, but the house hasn\u2019t had a collection of scents in its portfolio.<\/p>\n
\u201cThere are so many collections today on the market; we wanted to be unexpected and really daring \u2014 which is the motto of the brand,\u201d said Thilloy.<\/p>\n
The new line, with each 62-ml. eau de parfum retailing for 69 euros, will first launch in Paco Rabanne\u2019s boutique on Paris\u2019 Rue Cambon on June 11, followed by Selfridges in London on June 17, and Spain and Germany in July. The U. S., Russia, Mexico and Chile are due to get Pacollection in September, with other markets slated for the next rollout phases. Within the first year, the fragrances should be in 20 to 40 doors, and ultimately in 100 points of sale.<\/p>\n
\u201cWe want to be really selective [and] where the fashion is also, because it is a project that works together,\u201d said Thilloy.<\/p>\n
Everywhere the perfume is sold will be an especially conceived merchandising unit, which includes screens with videos of the characters, headsets through which each one\u2019s story can be heard and Airparfum dispenser systems, created within the Puig Futures platform, for scent sampling.<\/p>\n
A Puig executive would not discuss projections, but industry sources estimate Pacollection will generate 40 million euros in retail sales during its first year.<\/p>\n
Also upcoming for Paco Rabanne is the launch of a new web site in July, selling fashion worldwide and fragrances in the U.K. and France, before being introduced elsewhere.<\/p>\n
\u201c\u2026We wanted to be unexpected and really daring \u2014 which is the motto of the brand.\u201d<\/strong><\/p>\nVINCENT THILLOY, PUIG<\/strong><\/p>\nSource: WWD<\/p>\n","protected":false},"excerpt":{"rendered":"
Paco Rabanne\u2019s Pacollection of fragrances aims to break the rules \u2014 from its soft packaging to the line\u2019s atypical juices, purely digital communication fronted by […]<\/p>\n","protected":false},"author":3,"featured_media":42780,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,7083,1,477],"tags":[39,441,361,8052],"class_list":["post-42776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-fragrances","category-latest-news","category-latest-promotions-in-duty-free","tag-dutyfree","tag-fragrances","tag-paco-rabanne","tag-pacollection"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/42776","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=42776"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/42776\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/42780"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=42776"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=42776"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=42776"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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