Kenzo
Flower by Kenzo Eau de Lumière
Kenzo is a major house that has always drawn its customers into a poetic and romantic universe. Yet the house seemed to make a small detour in 2016, with the release of the Kenzo World fragrance, staged in an advertisement with a thoroughly wild choreography.
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So, if Kenzo's iconic universe had already been missed, rest assured, it returns in 2017! Thus, Flower By Kenzo makes its reappearance in a new Lumière version expected for the month of March. This juice is presented as an essence full of energy, once again showcasing Kenzo's iconic poppy flower.
A bottle well known to the house of Kenzo
Visually, the new Flower By Kenzo Lumière clearly signals its belonging to the great Flower family. Indeed, it takes up almost the same visual as its predecessors. The house's bottle was created in 2000 and, despite its 17 years, it does not seem to have aged a single day. It must be said that it has always proven particularly contemporary! It draws inspiration from contemporary architecture and takes the shape of a building stretching toward the sky. The whole is also conceived in the noblest material there is: glass. Its slight curve, for its part, is reminiscent of a flower stem. Thus, it is a little as if nature were gradually reclaiming its place within the urban world. Within the transparency of its glass, a poppy rises once again. Its red stem is now lined with a light gilding, more luxurious and poetic than ever. Its name, meanwhile, cuts across this line while following it vertically. Only the color of its juice differs slightly from before. It now takes on a light champagne hue for an even more sensual and feminine rendering.
The new sun-kissed fragrance of Flower By Kenzo Lumière
Likewise, in terms of scent, Flower By Kenzo Lumière is reminiscent of its predecessors. As always, it delivers a tender and poetic flower, yet lively and unexpected. It is a little as if this fragrance had been conceived in the image of a poppy, emerging between two paving stones, drawing its roots from who knows where, yet lighting up the world with its sun-kissed and radiant beauty. This time, Flower By Kenzo Lumière opens on a concentrate of freshness and luminosity. This is conveyed through the presence of Calabria bergamot, a typically Mediterranean fruit belonging to the citrus family, combining freshness with extreme sweetness. Then, Flower By Kenzo Lumière gradually reveals itself to be more romantic, combining the beauty of Bulgarian rose with the opulence of jasmine. Finally, the whole ends with a base conceived as a veil of perfumed light. This leaves behind it a delicate scent of white musk.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
Since the release of the very first Flower By Kenzo in 2000, the house has continued to unveil to us the spectrum of an infinity of lights serving as its source of inspiration. White light, daylight and dim light… This is what is found at the heart of the new Flower By Kenzo Eau de Lumière. This fragrance seems designed as a condensed form of poetry. This spring-like juice leaves behind it a floral sillage based on jasmine and rose. Yet it is not these flowers that are at the center of its marketing campaign but indeed the poppy. An essential emblem of Kenzo, let us see how it was this time brought to the screen.
The protagonists of the advertisement for Flower By Kenzo Eau de Lumière
First, let us note that all of Kenzo's advertisements are made by Patrick Guedj, the house's artistic director. A true jack-of-all-trades, this travel enthusiast is also a director, photographer and writer. Thus, for more than 10 years he has marked Kenzo's image with his singular touch. His advertising campaigns are always very sensual and poetic. Here, he chose to honor the brand's ambassador, the alluring Ming Xi. A highly regarded model in China, she studied fashion in Shanghai and quickly drew attention. Indeed, she placed third at the prestigious Elite Model Look competition in 2009. A few months later, she signed a first collaboration with the New York-based modeling agency Ford Model Management. Since that day, Ming Xi has continued to collaborate with the greatest houses, and her face here brings a touch of exoticism to the fragrance Flower By Kenzo Eau de Lumière.
Kenzo's poetic universe
Since its launch, the fragrance Flower By Kenzo has depicted a very poetic universe. It must be said that the means deployed to enhance it are simply colossal. Generally, Kenzo aims to renew the advertisement for this collection every two years. It must be said that Flower By Kenzo remains the biggest commercial success of the LVMH group. Every means is thus deployed to enhance it and sustain its renown. Thus, Flower By Kenzo Eau de Lumière once again displays a perfect coherence between its advertisement, its scent and its design. This time, the clip opens on the vision of Ming Xi, dressed in a flowing and very low-cut red dress, holding a poppy in her hand. Indeed, this is the emblem of the house of Kenzo. Moreover, we very quickly realize that this fragile yet strong flower covers the entire roof on which the model is perched. Some flowers even escape from the ground to rise through an azure sky. From there, the shot pulls away and takes us into the heart of a salt desert in which three oversized bottles of the new Flower By Kenzo Eau de Lumière stand proudly. The whole immediately becomes unreal and highly poetic.