Lacoste
L.12.12 Silver Rose
Lacoste L.12.12 Silver Rose Identity card The rose sees life in silver After the iconic Blanc, Magnetic and Sparkling flankers, Lacoste unveils L.12.12 Silver Rose in 2025, a new feminine opus that reinterprets the queen of flowers through the sporty-chic angle of the crocodile house. The idea: turn the rose into a fluid, metallic material, as invigorating as a freshly ironed polo shirt. The result? A woody musky floral where the fruity sparkle of rosy citrus meets a crystalline rose-freesia heart, while a cashmeran-musks duo creates a second-skin sillage of remarkable softness.
Where to buy
Fact sheet
Identity
- House: Lacoste Parfums
- Line: L.12.12
- Official name: L.12.12 Silver Rose Eau de Parfum
- Launch year: 2025
- Perfumers: Amandine Clerc-Marie & Marie Salamagne
Family | Concentration
- Main family: Floral • Woody • Musky
- Concentration: Refillable Eau de Parfum
- Available sizes: 50 ml • 100 ml • 150 ml refill
Concept: “Game, Set & Rose”
L.12.12 Silver Rose captures the precise moment when light reflects off an acrylic resin court after watering: everything glimmers with a silvery, almost liquid glow. To translate this sensation, the perfumers start from a modern rose infusion — fresh, sparkling — which they pair with a very juicy citrus-pear duo. The metallic facet is brought by a “clean chrome” accord evoking the crocodile's silver logo, while a cloud of white musks and woody cashmeran ensures softness, longevity and “tennis club” elegance.
Quick olfactory pyramid
Top notes
Pink grapefruit • Blood orange • Nashi pear
Heart notes
Liquid rose • Crystalline freesia • Blackcurrant bud
Base notes
Woody cashmeran • Silky musks • White cedar
Who is it for?
Silver Rose targets 18-40 year olds seeking a contemporary, airy rose, as easy to wear as a Lacoste polo shirt: fresh at the office, elegant at brunch, enveloping in the evening. On fair skin, the citrus-freesia duo creates a sparkling halo; on darker skin, the musky accord comes across creamier, almost like peach skin. An ideal choice for those who love clean florals, halfway between sportswear and Parisian chic.
Bottle: when the polo shirt dresses in silver
The iconic soft square L.12.12 bottle dons a semi-matte silver-pink gradient. The crocodile appears in chrome screen printing, while the side label displays a “12.12” number in iridescent pink. The unscrewable pump allows a quick refill in under 40 seconds. (The “Bottle” page will detail materials and the percentage of PCR glass.)
Strategic stakes
• Rise of “transparent roses”: Silver Rose fits into the trend of clean florals, blending rose with soft musks.
• Eco-design: 90% naturally derived ingredients, low-carbon alcohol, 150 ml refill.
• L.12.12 continuity: after Rose Magnet and Sparkling, this silver version reinforces the Lacoste olfactory rainbow while establishing a new signature color.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
L.12.12 Silver Rose – The ad that makes the rose shine silver
“Game, Set & Rose”: when the queen of flowers takes the serve
To launch L.12.12 Silver Rose, Lacoste imagines a bridge between the court and the city: the rose, a symbol of elegance, turns into a metal-blush sparkle under nighttime floodlights. The slogan “Game, Set & Rose” repurposes the umpire's call to sign a sport-chic attitude already at the heart of the new “Play with Icons” platform launched by the house in 2025. Every medium — film, print, digital — delivers the same promise: send the rose flying into the future, fresh, dynamic, ultra-clean.
TV & digital film: 30 seconds of chrome petals
Storyline & direction
Directed by the collective We Are From LA, the spot opens on a smashed pink grapefruit exploding into thousands of silvery particles — a nod to the opening notes. These bursts cross an LED court, reflect off a white polo shirt, then merge to form the chrome-blush gradient bottle, suspended in a musky halo rippling like a pleated skirt in slow motion.
Soundtrack “Serve Your Rose”
The music, produced by Woodkid, blends sampled ball strikes, high-tech clicks and string pads. The whispered refrain — serve your rose — is set to a tempo of 118 bpm, echoing the heartbeat after a baseline rally.
Formats & distribution
- Master 30″: fashion & lifestyle TV / premium cinema (April 2025).
- 15″ cut: YouTube pre-roll targeted “fashion / sport.”
- 6″ snack: TikTok & Reels with the “Chrome Petal” AR filter that blooms a silvery rose around the face.
- 8″ loop: duty-free screens; the liquid rose spins, becomes a bottle, then dissolves into a musky cloud.
Print: the ball leaves a silver-pink trail
Art direction
The poster freezes the instant a metallic flash cuts through the air; the gradient trail echoes the blush pink of the bottle. A selective chrome varnish reflects bus-shelter light to simulate the reflections of a court watered at night. In the corner, the white crocodile signs the performance.
OOH rollout
In Times Square, a 3D screen makes the ball-bottle burst out of the frame: it shatters, releasing a cloud of mirror petals that scatters across the facades before recomposing the slogan. Digital bus shelters play a hypnotic slow motion: the ball spins, casts pink-metal reflections, then disappears into a scented mist.
Pop-up & immersive experiences
Silver Court Lounge: a mini LED court where every ball strike triggers a rose-citrus aromatic flash released by micro-diffusers. #ServeYourRose Challenge: a TikTok challenge inviting participants to perform a slow-motion serve while revealing the chrome-blush filter; already hundreds of thousands of videos within days. Refill Stations: in twenty-five urban clubs, a silver kiosk allows refilling the bottle and displays in real time the glass saved.
A viral smash
Two weeks after launch: the film surpasses 1.9 million organic views on YouTube, the “Chrome Petal” filter crosses the 600,000-creation mark on TikTok, and more than a third of online sales already include the 150 ml refill, proof that the eco-responsible argument is as appealing as the silver-pink aesthetic.
Combining futuristic sparkle and clean softness
Through ultra-modern LED imagery, a percussive soundtrack and a refill approach, Lacoste offers a vision of the rose that is luminous, sporty and sustainable all at once. “Game, Set & Rose” establishes Silver Rose as the new clean floral reference for a generation on the move.