Courrèges
Eau Hyper Fraîche
Courrèges interprets freshness in its fragrance. Courrèges is a house that celebrated its 50th anniversary but has always been resolutely forward-looking. It is not without reason, moreover, that this great house created a fragrance named 2020 when it was barely 1997!
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So, in this year 2017, Courrèges offers this time a true burst of vitality. Indeed, André Courrèges always displayed a profound dynamism throughout his career, which allowed him to reach the very summit of his art. This is precisely what one finds in the house's new Eau de Toilette named Eau Hyper Fraiche.
A new release with an air of déjà vu…
While the new Eau Hyper Fraiche is indeed a brand-new fragrance, it clearly recalls its predecessor: the emblematic Eau de Courrèges. This one appeared in 1974, when women and men were in the midst of a wave of liberation. The moment called for sport, freedom and vitality. All that seemed to be missing was a fragrance to accompany this generation in its incredible desire to live. This was achieved thanks to André Courrèges and his Eau de Toilette, which had something of a Cologne air about it. The idea was thus to offer a refined elegance paired with a lively, energetic character, intended for both men and women. Following in the footsteps of this first fragrance, Courrèges has now created Eau Hyper Fraiche. This composition delivers an obvious freshness. Like its predecessor, it appears at once very refined and spontaneous, already presenting itself as the promise of a great fragrance.
The bold freshness of Eau Hyper Fraiche
Eau Hyper Fraiche is thus characterized by an incisive, particularly invigorating quality. This fragrance is genuinely surprising in every respect, from its futuristic design to its boldly modern character. Eau Hyper Fraiche is presented in the timeless, emblematic bottle of Courrèges tradition. This bottle first appeared in 1971 but does not seem to have aged despite the passing years. It rests on a cylindrical base topped with an oversized sphere serving as a cap. This time, it is presented in fully transparent frosted glass. Only the name of the fragrance stands out from the rest, displayed in a particularly striking yellow-green shade. On the scent side, Eau Hyper Fraiche opens with a trio of citrus notes. Mandarin brilliantly asserts the sun-kissed aspect of this fragrance, while bergamot brings a more zesty quality and lemon reinforces its vitality. A floral heart then takes over. Mentholated jasmine mingles with sparkling petitgrain for a strikingly fresh result. The composition nevertheless gains in character over time, eventually settling into a more noble, refined sillage emanating from moss and patchouli.
Olfactory pyramid
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The advertising
The house of Courrèges has always displayed unparalleled inventiveness. Indeed, its founder, André Courrèges, was a visionary figure full of audacity. Even as the house evolved over time, it strove to preserve this exceptional creativity. This is precisely what one finds in the brand's new fragrance. It is called Eau Hyper Fraiche and already promises to surprise with its freshness as well as with its advertisement's unusual look.
Courrèges' new fragrance
While Eau Hyper Fraiche has a name that might evoke a classic Cologne, think again, that is not the case at all! Its scent proves boldly dynamic, offering an incisive, particularly invigorating character. This new fragrance never fails to surprise, whether through its avant-garde design or its bold character. Eau Hyper Fraiche thus manages to preserve the heritage of the house of Courrèges while giving it a very contemporary touch. Its scent brings to mind the iconic Eau de Courrèges of 1974 while bringing a breath of modernity. Eau Hyper Fraiche is a genuine surprise. This fragrance is at once consistent with the brand's image while managing to astonish. It comes across as a shot of energy to indulge in daily. Eau Hyper Fraiche is a rather pared-down, simple fragrance, very refined, with an almost metallic freshness. Yet its elegance shows through in a chypre sillage. These are precisely the elements that the house of Courrèges sought to convey in its new advertisement.
The thirst-quenching advertisement for Eau Hyper Fraiche
Courrèges chose to convey the image of its fragrance through an advertisement lasting no more than thirty seconds. It offers a genuine plunge into a world of freshness. The message is thus as clear as can be: Eau Hyper Fraiche is ideal for the summer season, as effective for cooling off as diving into a swimming pool! The whole begins with the vision of a woman reflected in the water. However, it is only a silhouette, and it is impossible to identify the brand's face of the campaign. Courrèges preferred to opt for a neutral figure so that every woman could identify with her. The name of the house, Courrèges, then appears in large blue letters against a white background. The entire advertisement is worked in these colors. A woman moves through the clear water of a pool, offering pared-down, rectangular visuals that follow and multiply on the screen. However, the bluish tone of this advertising campaign is suddenly cut through by bright yellow lettering. The name of the fragrance then appears in large letters like a blazing sun. It all ends with the vision of the Eau Hyper Fraiche bottle. It even seems to contain effervescent water. So, what are you waiting for to cool off?