Lacoste
Eau de Lacoste L.12.12 French Panache Pour Lui
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In the past, René Lacoste was one of the most feared players. After his career, he decided to take a completely different path and create his own clothing brand, specifically designed for athletes. For more than 85 years, Lacoste has been designing polo shirts worn at every Grand Slam tournament as well as by the general public. To accompany the latter, Lacoste also creates fragrances. As such, its olfactory range has just expanded. Focus on the latest French Panache L.12.12 Pour Lui.
Lacoste: from tennis to perfumery, it is only a step away…
The fragrance French Panache L.12.12 Pour Lui fits perfectly with the world of the house of Lacoste. It also bears a name well known to tennis enthusiasts. L.12.12 has been linked to the Lacoste polo shirt since its creation in 1927. It stands as proof of all the perseverance required to develop this garment. The L in its name stands for Lacoste. The 1 refers to the fabric used to design the famous polo shirt. The 2 means “short sleeves.” Finally, the second 12 indicates the number of prototypes produced by René Lacoste before he was satisfied and decided to launch the commercialization of the famous T-shirt. French Panache L.12.12 Pour Lui is therefore a new demonstration of René Lacoste's perfectionism of days gone by. It offers a classic yet bold approach to perfumery. Its belonging to the Lacoste family is also obvious from the moment one sees its bottle. The bottle takes on a minimalist shape, square with rounded edges. Its base is entirely covered in a royal blue color similar to that of the French flag. The other national colors, meanwhile, appear on its cap, coated in white and red. The whole is both elegant and true to the spirit of the house. Modern and playful, this juice is the symbol of absolute freedom. It is also associated with a brand-new slogan: “Life is a beautiful sport.”
When clay courts inspire the scent of French Panache L.12.12 Pour Lui
So what about the scent of this fragrance? Composed by Nelly Hachem Ruiz, this fragrance is fresh, aromatic, and oriental all at once. It opens with a blend of citrus. Its overflowing energy takes shape through mandarin, a touch of lemon zest, and cardamom. Then, French Panache L.12.12 Pour Lui quickly becomes warmer. Its heart is inspired by the scent of a tennis court's clay, warmed by the sun. Solar notes therefore find their way into its composition, almost plunging one into the heart of a Roland-Garros tournament! Then, French Panache L.12.12 Pour Lui becomes purer and more authentic, blending an aromatic lavandin with a greener, fruitier apple. Finally, French Panache L.12.12 Pour Lui gains in masculinity through the presence of patchouli and sandalwood. Narcissus, for its part, elevates the whole with floral elegance.
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The advertising
Founded by a former professional tennis player, René Lacoste, the house bearing his name has always been associated with the world of sport. Thus, while its field of activity has considerably expanded, Lacoste never forgets its origins, and all of its fragrances share the trait of evoking the determination and panache of athletes. The new L.12.12 French Panache pour Lui is no exception to the rule. It speaks to all ambitious and spirited men in search of extra energy to apply to their skin every day. From now on, L.12.12 French Panache pour Lui also comes with an advertisement that is both urban and contemporary.
The marketing campaign for the fragrance L.12.12 French Panache pour Lui
Lacoste's new advertisement unfolds to the track “Like Boys” by Hyphen Hyphen and highlights the new L.12.12 French Panache pour Lui alongside its feminine counterpart. These two fragrances are embodied by two young people, both very different yet perfectly complementary. The advertisement begins calmly, as the couple walks peacefully, each on their own sidewalk. Their eyes meet and the euphoria rises a notch. They eventually break into a wild run through urban energy. Swept up by the energy of L.12.12 French Panache, they exchange their respective scents with a confident backhand gesture. The setting is continuously urban, moving from a paved square to narrower alleys or subway escalators. The advertisement finally ends when the two companions meet on a blue and red platform, the two dominant colors of these fragrances. Undoubtedly, with such liveliness and its royal blue color, L.12.12 French Panache pour Lui aims to be the echo of French elegance for men who have no shortage of style and panache. The result is a game of seduction infused with energy and freedom, with movements true to the spirit of Lacoste.
The very lively scent of L.12.12 French Panache pour Lui
But does this fragrance live up to all its promises once its scent is discovered? Well, it would seem so! This oriental and aromatic juice does not lack freshness. Overflowing with energy, it opens immediately with the liveliness of cardamom, lemon, and mandarin. Apple, for its part, paves the way to a warmer heart. As if to evoke the scent of clay warmed by summer light, L.12.12 French Panache pour Lui takes on a more sun-kissed accord. Lavender, an ingredient much appreciated by men, is also present. Finally, L.12.12 French Panache pour Lui closes with a base of sandalwood and patchouli. The whole is presented in a clean, minimalist bottle, at once urban and deceptively casual, perfectly in keeping with the spirit of the Lacoste brand.