Kenzo
World Intense
The sweet and feminine recipe of Kenzo World Intense embodies the renewal of the Kenzo house. This huge launch managed to surprise us, both through its bottle and its communication. Admit it, were you not intrigued by its wild advertisement and its look of an eye decorated with a gold pearl?
Where to buy
This concentration of boldness was one of the most anticipated fragrances of 2016, and made a great splash in the women's perfumery department. Well, know that Kenzo decided to repeat the experience and that the house now presents Kenzo World Intense. A focus on this fragrance presented as “a floral and gourmand explosion.”
Kenzo World Intense and its feminine gourmand character
Kenzo World is a totally disconcerting fragrance created by Carol Lim and Humberto Leon, the brand's new artistic directors. Entirely self-taught, together they form a very bold duo, skilled at doing everything unconventional and unexpected. Once again, with Kenzo World Intense, they decided to surprise us. This new fragrance encourages us to see the world differently and to look at it another way. It releases a dynamic and joyful breath, igniting our daily lives with unmatched fervor. It is intended for confident and determined women, unafraid to stand out. Kenzo World Intense is presented as a gourmand and floral fragrance. It opens with a sparkling and fruity scent of black plum. This bewitching fruit then quickly evolves toward more femininity. The heart of Kenzo World Intense is an overdose of peony and jasmine. Finally, the whole is wrapped in gourmand character and ends with a more syrupy vanilla.
Kenzo's iconic eye-shaped bottle
Naturally, Kenzo World Intense reuses the iconic bottle of its predecessor. Indeed, in barely a year on the market, this fragrance immediately became known worldwide. All women recognize it at a single glance. It must be said that its shape is not exactly conventional! Kenzo World Intense comes in a container shaped like an eye. Its bottle dares to play on contrasts of colors and materials. It combines black rubber, sandblasted blue-green glass and rose gold. All of this recalls the “mix and match” of Kenzo fashion. Kenzo World Intense's rubberized cap is actually inspired by the brand's iconic bag: the Kenzo Kalifornia. It is decorated with a small rose gold pearl recalling The Eye jewelry collection. Its sandblasted glass, meanwhile, is darker than before. The whole takes on a mysterious and fascinating silhouette that is far from displeasing. Finally, a small but important detail: know that Kenzo World Intense also features braille on its top. Every detail has therefore been thought through with precision, and the new Kenzo World Intense eye reveals itself from every angle to everyone's eyes.
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The advertising
Kenzo World Intense is a fragrance that comes to complete the Kenzo saga, initially launched in 2016, with the release of Kenzo World. Quite atypical, this juice comes in an eye-shaped bottle. This time, for this new variation, this container intensifies and dons a very trendy teal blue. On the scent side, Kenzo World Intense holds an opulent floral bouquet of peony and jasmine, combined with a sweet gourmand character. Nevertheless, its universe would be nothing without its totally wild advertisement. For Kenzo World Intense, Kenzo decided to reuse its television spot originally created a year before its release, for Kenzo World. An opportunity to revisit this extraordinary marketing campaign.
Kenzo World Intense, a distinctive campaign signed by Spike Jonze
Kenzo World Intense is presented in an advertisement that has absolutely nothing ordinary about it. To begin with, this clip still runs for nearly four minutes, a bold and totally unexpected choice! Nevertheless, this advertisement also exists in other shorter versions. Signed by director Spike Jonze, this television spot is just as electrifying as it is wild. It features American actress and dancer Margaret Qualley, completely in a trance, carried by the original music of Sam Spiegel & Ape Drums feat. Assassin “Mutant Brain.” The choreography of the Kenzo World Intense advertisement, meanwhile, is signed by choreographer Ryan Heffington, known among other things for having made Maddie Ziegler dance in Sia's “Chandelier” and “Elastic Heart” music videos... No less! Undeniably, for Kenzo World Intense, the Kenzo house pulled out all the stops and surrounded itself with impressive talent!
Margaret Qualley, in a disconcerting choreography
The advertisement for Kenzo World Intense brings to life the new vision of the Kenzo woman, according to the brand's artistic directors, Carol Lim and Humberto Leon: the Kenzo woman is grounded in the present. She is not nostalgic. She loves movement, speed, the way things move, change and collide. She is never jaded, she is always enthusiastic. She stands out from the crowd. To bring all of this to life, Margaret Qualley is first shown in a stiff reception, where she seems bored to death. Dressed in a green gown, she decides to leave the theater hall. Once in the corridor, Margaret Qualley externalizes everything that seemed to exasperate her at this society evening. Her choreography is as frenetic as it is hypnotic. The advertisement then ends as the young woman launches into a floral heart. That is when the bottle of Kenzo World Intense appears, alongside the previous Kenzo World. This advertisement reaffirms the strong identity of this fragrance saga. It invites viewers to see the world in a new way. In sum, Kenzo World Intense celebrates freedom of expression, creativity and diversity.