Chloé L’Eau de Parfum Lumineuse

Chloé opens in September 2023 a new declination of its Signature line, the one that the 2008 eau de parfum had opened around a rose that became the house's identifying mark. Eau de Parfum Lumineuse keeps the central flower and changes its temperature: the original eau de parfum surrounded its rose with peony, lychee and freesia, this one warms it from below, with vanilla.

The composition is signed Ane Ayo. The perfumer said she sought to create a warm rose, close to the skin, and to show a more sensual facet of Chloé femininity without taking anything away from its elegance. The intention shows in the result: the rose is neither powdery nor candied, it sits directly on the skin and is held by a single base.

Chloé announces a short formula — a fragrance of natural origin, denatured alcohol, water, no filter and no colorant — and claims a vegan eau de parfum. The mention concerns the origin of the materials, not their number: three declared notes is few, and it is consistent with a fragrance that plays on legibility rather than complexity.

Within the line, Lumineuse occupies a precise place: neither the fresh rose of the original eau de parfum, nor the woody, amber base of L'Eau de Parfum Intense, which melts the flower into raspberry and Ambroxan. It is the warm, legible version of the same flower, the one worn without a second thought.

The launch comes with a campaign fronted by Lucy Boynton, already the face of the Signature line. The sequence, in black and white, opens on roses filmed in close-up that gradually gain color and begin to vibrate, as though the flower were breathing.

The line's pleated bottle receives a silver cap and a hand-tied beige ribbon, hemmed with pink thread: the house's signature topstitching appears for the first time on a fragrance. The glass contains a quarter recycled material, the ribbon is made of recycled polyester. Three sizes at launch, 30, 50 and 100 ml, the last refillable via a 150 ml bottle, at suggested retail prices of €76, €107 and €154.