Kenzo
Flower By Kenzo Cherry Poppy
Flower by Kenzo Cherry Poppy: the complete profile A new chapter for the urban flower Since its birth in 2000, Flower by Kenzo has embodied the idea of a delicate flower growing in the heart of concrete, spreading its poetry across the city. Twenty-five years and around fifteen editions later, the saga takes a gourmand-floral turn named Cherry Poppy. This eau de parfum, planned for summer 2025, fuses the airy freshness of a poppy petal with the juicy sweetness of a fully ripe cherry. The ambition: to bring together two symbols of fleeting beauty—the wild flower that resists everything and the red fruit that lasts only a moment—to compose a signature that is at once joyful, sensual and resolutely contemporary.
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The perfumer duo: Morillas & Epinette
To orchestrate this composition, Kenzo calls on the indispensable Master Perfumer Alberto Morillas, creator of the original Flower, assisted by the “nose of chic gourmand character,” Honorine Blanc-Epinette. Together, they imagine a contrast between the tangy pulp of the bigarreau cherry, a poppy petal heart modernized by a blackcurrant sorbet, and a musky almond-vanilla base that prolongs the pleasure gently.
Fact sheet
Full name: Flower by Kenzo Cherry Poppy – Eau de Parfum
House: Kenzo Parfums (LVMH)
Launch: 2025 (permanent collection)
Concentration: 17% fragrance oils
Olfactory family: Floral • Fruity • Musky
Perfumers: Alberto Morillas & Honorine Blanc-Epinette
Sizes: 30 ml, 50 ml, 100 ml
Positioning: Feminine, eco-responsible, vegan-friendly
Olfactory pyramid in brief
• Top: cherry sorbet, green mandarin zest
• Heart: poppy petal accord, Damascena rose, frosted blackcurrant
• Base: almond milk, bourbon vanilla, cottony musks
Bottle & visual world
True to the slender cylinder that made Flower iconic, the bottle is this time dressed in a graduated cherry-red lacquer that intensifies toward the base, as if the fruit were flowing inside the glass. The stylized poppy stem remains visible, but its corolla takes on an unprecedented raspberry pink. The cap is adorned with a fine white line, a nod to the sunlight that makes a cherry's skin shine before picking.
Inspiration & storytelling
Between Japanese pop art and Parisian hanami
While the poppy has always been the house's symbol, the cherry this time evokes the imagery of Japan's flowering plum trees (homeland of founder Kenzo Takada) while retaining the green and red pop-art touch of the earliest Flower posters. The campaign depicts a rain of poppy-cherry petals hovering over the Parisian skyline, signifying the union of the Asian dream and urban modernity.
Target audience & occasions of use
Cherry Poppy targets 18-35 year-olds looking for a feel-good fragrance as easy to wear at the office as on a night date. Ideal in spring to accompany a floral dress, it reaches its full expression in summer when the skin warms: the cherry becomes juicier and the poppy turns into a powdery cocoon.
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The advertising
The manifesto film: when cherry meets poppy
A chromatic plunge directed by Hiro Murai
The audiovisual campaign opens with a slow-motion sequence shot: a rain of poppy petals swirls through a gray concrete alley while a shiny cherry rolls along the ground, splashing red with each step of the lead dancer, actress Ayo Edebiri. The camera rises; the petals turn into red pixels then burst into a scented cloud that repaints the skyline with a pink veil. On-screen slogan: “Color the Moment.” The music, an electro-balafon remix by Woodkid, pulses to the rhythm of a heartbeat, recalling the adrenaline rush of the first bite of a ripe fruit.
Three-act narrative structure
• Cherry awakening: macro shot of sparkling bubbles escaping a cherry sorbet.
• Petal dance: circular tracking shot around a column of air saturated with petals; Ayo spins, her raspberry dress mingling with the floral vortex.
• Urban cocoon: the heroine breathes in, the colors blend; a powdery halo envelops the city as the bottle appears in her hands, ready to “paint” new moments.
Print visuals: Japanese-Parisian pop art
Cherry-red palette & white lines
Photographer Sølve Sundsbø captures the bottle set on a wet sidewalk; the reflections of red neon lights turn the puddle into a fruity mirror. The tagline “Paint It Cherry” runs vertically, in gradient pink Japanese characters. A second visual stacks three giant cherries on the poppy stem, a nod to the flower-fruit duality.
“Gourmand Pop” double-page spread
The magazine creative juxtaposes, on the left side, a white-line sketch depicting the iconic flower; on the right side, a macro photo of a cherry cracking under the teeth. Between the two, a stream of matte red ink seems to link the two worlds, a metaphor for the olfactory fusion.
Digital activation: AR filter & TikTok challenge
“Cherry Splash” Instagram filter
Rolled out in 25 countries, the filter tints the environment translucent red, adds a rain of interactive petals and reveals the bottle in 3D as soon as the user blinks. Creators have five seconds to capture the “splash frame,” a freeze-frame where the entire screen turns monochrome cherry.
#CherryBlossomBurst challenge
The challenge: toss a handful of red confetti into the air then trigger the filter transition to shift from gray to color. The goal: to “transform” an urban setting into a pop-art painting. Within two weeks, the hashtag racks up more than 60 million views and boosts online sales by 18%.
Events & retail: “Poppy Cherry” pop-up
Multicolor sensory tunnel
Set up at Printemps Haussmann, the pop-up recreates an LED tunnel where each step triggers an animated red wave. At the far end, a mixology bar serves a “Cherry Poppy Mocktail” blending sour cherry juice, crystallized petals and orange blossom foam. A micro-dosed spray of the fragrance on the foam extends the gustatory-olfactory experience.
“Fruit & Flower Lab” olfactory bar
Visitors compose their own layering: three boosters (Tangy Cherry, Poppy Petal, Cashmere Vanilla) sprayed onto a paper fan. A touch-screen tablet suggests the ideal combination based on the mood of the day.
Results & KPIs (first month)
• YouTube: 7.2 million views, 85% retention rate.
• Instagram Reels: 9.1% engagement, a historic record for the Flower line.
• E-shop conversion rate: +27% during launch week.
• Pop-up: average basket +31% compared to Flower Eau de Lumière (2023).