Chloé
Rose Naturelle
Chloé Eau de Parfum Naturelle, a 100% vegan fragrance. It was in 1952 that Gaby Aghion founded the Chloé house. Since then, the house has been guided by a spirit of freedom and unwavering poetry. Fully devoted to women, Chloé has carved out a prime place for itself in the world of fashion and then in that of perfumery.
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Today, Chloé brings women together and stands for their autonomy and emancipation. Better still, in 2021, Chloé goes further and also commits to nature. Its olfactory creation reduces its impact on the environment and is named the Eau de Parfum Naturelle.
The Eau de Parfum Naturelle, a composition more respectful of nature
Chloé's Eau de Parfum Naturelle is a vegan fragrance, formulated exclusively from ingredients of natural origin. Its rose is sourced from organic farming and its other ingredients are selected with the utmost care. The house also states that the rose, neroli, citron and cedar used in its composition come from responsible crops. Chloé's Eau de Parfum Naturelle also contains no artificial colorants or filters. As for the bottle, Chloé places great importance on reducing its carbon footprint. Indeed, 25% of the glass in its bottle, 40% of the paper in its box and 100% of the polyester in its ribbon come from recycled materials. Chloé's Eau de Parfum Naturelle is intended for a woman in tune with nature. It depicts an image of authentic femininity, evolving alongside the natural elements. Because nature is powerful yet fragile, Chloé is fully aware of the importance of protecting it.
All the elegance of rose in Chloé's Eau de Parfum Naturelle
Like its predecessors, Chloé's Eau de Parfum Naturelle makes rose its main element. Fresh, unique and richly nuanced, it is presented here in its noblest form. Coming from Bulgaria, it lights up with neroli, forming with it a bouquet as velvety as it is luminous. Mimosa absolute, in turn, also helps brighten the whole, while lending this composition a more sensual side. Cedar also completes this recipe, giving it more persistence. Its tangy facet, meanwhile, comes from blackcurrant bud. Chloé's Eau de Parfum Naturelle is akin to a morning stroll through the heart of a rose garden. Its bottle is also strikingly beautiful. It draws on its predecessors and owes its existence to designer Patrick Veillet. The pleats of its glass are inspired by the pattern adorning the sleeve of a Chloé blouse. Its silhouette is geometric, giving it a timeless, clean-lined look. Its oval cap softens its rigorous lines. Finally, to evoke the more plant-based side of this fragrance, a green ribbon is attached at the neck.
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The advertising
Lucy Boynton, black and white
Lucy Boynton fronts the September 2021 launch, with visuals credited to Sasha Marro and a black-and-white film.
Lucy Boynton fronts the launch campaign. An advertising credits database attributes the visuals to photographer Sasha Marro and places their publication in September 2021, listing chloe.com as the source of the credit. A black-and-white film accompanies the launch, though the director is not documented by the sources consulted.
This is not the actress's first campaign for the house: she is presented as the face of Chloé fragrances, and had previously fronted Rose Tangerine, whose film was directed by Jonathan Alric with visuals photographed by Karim Sadli — an earlier campaign, distinct from this one.
A Jardin Chloé opens in Montmartre in September to accompany the launch.