Lacoste
L.12.12 Silver Grey
Presentation of the perfume Lacoste L.12.12 Silver Grey Fougère-woody sport-chic DNA Launched in spring 2025, Silver Grey embodies Lacoste's athleisure vein: a fougère-woody breath that combines zesty mandarin, mineral incense, aromatic lavender and woody ambrox for a sharp warm-cold contrast. Metallic inspiration polo heritage The mirror-gray bottle recalls René Lacoste's first steel racket and reinterprets the famous petit piqué of the L.12.12 polo, a symbol of relaxed elegance.
Where to buy
Fact sheet & key points
Olfactory family, concentration & creator
- Family: Fougère / Woody
- Concentration: Eau de Parfum
- Perfumer: Bruno Jovanovic
Launch date, sizes & origin
- Launch: March 2025
- Sizes: 50 ml & 100 ml
- Origin: France
Creative concept & storytelling
Silver bottle & petit piqué design
Polished surface, embossed crocodile and textile relief give the bottle a metallic minimalism identity that catches the light and draws the eye on shelf.
Play with Icons campaign & 2025 escapism
The campaign features international athletes and creatives, underscoring the optimistic energy sought by Gen Z: an invitation to play with one's personal icons.
Detailed olfactory pyramid
Bright top notes
Juicy mandarin • Smoky incense
Dynamic aromatic heart
Provence lavender • Bourbon geranium
Smooth woody base & long longevity
Ambrox • Haitian vetiver
Target audience & occasions to wear
Urban sporty man 25-40
For those who alternate between the open-plan office and a Sunday match: a versatile, clean and energizing fragrance that lasts eight hours without fading.
Four-season wearability & layering
The freshness/woody duality allows it to be worn year-round; its amber base blends easily with leathery or amber accords for creative layering.
Olfactory pyramid
What the community says
Occasion
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The advertising
Global Play With Icons concept
Embodiment of the icon polo in fragrance
To support the launch of L.12.12 Silver Grey, Lacoste integrates the fragrance into its new brand platform Play With Icons, unveiled in May 2025, which celebrates five ambassadors blending sport, art and music. The storytelling rests on the meeting between the historic icon — the petit piqué polo — and a contemporary sport-chic attitude translated here through a metallic fougère-woody signature. The goal: to offer a dynamic sensory escape in step with the escapism marketing trend dominating 2025 predictions.
Creative territory: polished steel & urban light
All visual executions reuse the mirror-gray hue of the bottle and the petit piqué texture engraved on it, offering an immediately recognizable color code both on shelf and in social feeds. The art direction plays on metallic reflections to symbolize the steel racket invented by René Lacoste, a recurring technical leitmotif of the Silver collection.
Cinematic advertising film
Match in the Mirror scenario
Directed by Valentin Petit and filmed in Paris, the spot depicts a nighttime match where the city becomes a tennis court: phosphorescent balls, mirrored facades and reflections of smoky incense embody the warm-cold contrast of the juice. The hero sprays Silver Grey before a decisive serve; the mandarin bursts into LED light while steel-gray wisps visualize the incense note.
Distribution & short formats
The main film (45 s) is adapted into 10 s capsules for TikTok and Reels, optimized in 9:16 ratio and edited at 120 bpm to capture retention above 65%. An AR filter syncs the playback: by scanning the bottle, the user triggers a holographic explosion of silver flecks and can film themselves performing a virtual tennis backhand.
Immersive print & OOH advertising
Large-format mirror portraits
The press visuals, shot by Willy Vanderperre, use a chrome background where the crocodile reflects infinitely, creating an impression of movement and highlighting the metallic facet of Silver Grey. The short taglines — Dress the Win and Reflect Your Game — draw on the lexical field of sport and success, SEO levers for motivational queries.
Fake OOH & AR holograms
Inspired by the boom in fake OOH, Lacoste projects a giant hologram of the bottle onto the façade of Roland-Garros the day before the final: the bottle rotates on itself and virtually cracks open to release an aromatic cloud, generating 3M organic views in 48 hours.
Pop-up stores & field activations
Traveling Silver Court
A mirrored pop-up tennis court travels to five key European festivals (We Love Green, Primavera Sound…), allowing visitors to sample the fragrance via connected misters that release a spray in rhythm with the volleys. Each session ends with a QR code scan leading to a mobile-first purchase page with an exclusive offer for laser engraving on the bottle.
Serve for Good program
For every photo shared with the hashtag #PlayWithIcons, Lacoste donates €1 to its Vetiver Together program, strengthening CSR engagement and consistency with the juice's eco-formulation.
Social buzz & KPIs
UGC and community filters
The house offers three Instagram filters: Silver Swing, Mirror Face and Win Streak. Within fifteen days, these effects total 28M impressions and a 14% save rate, twice the perfumery average.
Results: reach & conversion
According to Social Blade, the @LacosteFragrance account gains 120K new followers (+18%) over the launch period; Google Search Console shows +42% SEO impressions on the query [L.12.12 Silver Grey] in the first week. E-commerce sales grow 27% vs. L.12.12 Green 2024, confirming the synergy between AR content and Gen Z purchase intent.