Izia

It has now been a long time since fans of the house of Sisley have been waiting for this. The house has just announced the release of its brand new fragrance named Izia. It is described as a sun-kissed juice, modern, new and multifaceted. Nevertheless, like any self-respecting fragrance, Izia would be nothing without a launch advertisement ideally designed to gracefully draw us into its world. Focus on Sisley's enigmatic music box.

Sisley's controversial advertising past

At Sisley, fragrances last and are rare. Indeed, the house seems far removed from the marketing dictates that push major creative houses to produce at least one major olfactory release per year. Moreover, Sisley's fragrances are rarely accompanied by massive advertising campaigns. It is almost as if the prestige of its juices were enough on its own, and word of mouth were the best advertisement for the house. Nevertheless, when Sisley does venture into the world of communication, its campaigns rarely go unnoticed. One recalls in particular its provocative advertisements from the late 1990s, both chic and shocking, featuring nude bodies, drugs and sex to sell ready-to-wear. These were shot by the talented photographer Terry Richardson, who greatly contributed at the time to establishing the house's provocative image. Yet this rather daring past now seems far behind Sisley. The tone of this new trailer is this time quite different, though still slightly mysterious.

Izia's new advertisement

The new advertisement for Izia lasts barely 18 seconds. It begins with the house's name appearing over a background strewn with dew-sprinkled rose petals. It must be said that the queen of flowers is the central ingredient of the new Izia fragrance. It is therefore only logical that it is also omnipresent in its advertisement. Then, the roses gradually light up, revealing a cheerful signature written as if by hand in gold lettering. The word Izia appears exactly as it is written on the front of its bottle. From there, the entire backdrop of roses shatters to reveal the image of a woman resembling a Greek goddess, draped in a long ivory gown. She holds in her hands an oversized bottle of Izia. This bottle is, moreover, perfectly matched to the hair of this beautiful creature. One could almost believe it to be a goddess revealing the secret of her divine elixir. She then twirls among circles, like a doll at the heart of a music box. Indeed, the background melody of this advertisement is clearly evocative of that world. Finally, the pretty redhead ultimately transforms into the Izia bottle itself. The two seem to become one. The advertisement ends once again with the cheerful name of this fragrance followed by Sisley. The whole is a true invitation to discovery.