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Lacoste

L.12.12 Blanc Eau de Toilette

Launched in 2011, L.12.12 Blanc bottles Lacoste’s white polo shirt, whose production code it borrows. Olivier Pescheux composed it as a woody aromatic: grapefruit and cardamom in the top, tuberose and ylang-ylang in the heart, vetiver and suede in the base. Its white bottle imitates the polo’s piqué knit and bears an embroidered crocodile.

Brand
Lacoste
Launch year
2011
Perfumer
Gender
Men
Olfactory family
Woody
Secondary family
Aromatic
Concentration
Eau de Toilette
EAN
3386460149105 (50 ml) · 3386460149082 (100 ml) · 3386460149112 (175 ml)

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L.12.12 Blanc Eau de Toilette

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In February 2011, Lacoste launched the Eau de Lacoste L.12.12 collection, three men’s eaux de toilette in the colors of its polo shirts: white, blue, and green. The house sees in the white one simplicity, elegance, and freshness. Olivier Pescheux composed L.12.12 Blanc.

The code of a polo shirt

The name echoes that of the polo shirt René Lacoste designed for tennis: L for Lacoste, 1 for the petit piqué, its knit, 2 for short sleeves, 12 for the final version he chose. The house makes the eau de toilette the embodiment of that polo.

Woody and aromatic

Lacoste presents L.12.12 Blanc as a woody aromatic fragrance that expresses a modern masculinity. Juicy grapefruit and spicy cardamom blend with vetiver and soft suede, for a signature the brand wants elegant and comfortable.

L.12.12 Blanc today

Interparfums, which now holds the license for Lacoste fragrances, still sells the eau de toilette in 50, 100, and 175 ml bottles. The line has grown around it, including an eau de parfum and an Eau Intense version, with different compositions.

Olfactory pyramid

  1. Top notesThe first minutes
  2. Heart notesThe heart of the perfume
  3. Base notesWhat lingers

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The advertising

The folded polo, 2011

In 2011, a film by Grey Paris shows hands folding a white Lacoste polo shirt until it becomes the L.12.12 Blanc bottle.

To launch the collection in March 2011, Lacoste entrusted its campaign to the agency Grey Paris. Against a white background, two hands fold a white Lacoste polo shirt until it becomes the bottle of the eau de toilette: the garment turns into fragrance before the viewer’s eyes.

In 2021, a new campaign for the L.12.12 line imagined an urban tennis match in which brand ambassadors hit the bottle back and forth. The brand speaks of a game always in motion, creative, and free, true to the codes of the polo.

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