Lacoste
L.12.12 Blanc Eau de Parfum
L.12.12 Blanc Eau de Parfum was released in March 2021, ten years after the eau de toilette that opened the line and whose theme it revisits in denser form. Marie Salamagne and Ane Ayo composed it as an aromatic woody: Finger lime and cardamom at the opening, eucalyptus and pine, a base of cedar and balsam fir. The bottle echoes the small piqué pattern of the polo shirt.
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The L.12.12 line was born in 2011 from the idea of translating the Lacoste polo shirt into a fragrance. The name draws on the codes of the garment's original designs, where the twelve denotes the version René Lacoste had chosen for his tennis courts.
In March 2021, the house doubled the line with two more concentrated eaux de parfum, Blanc for him and Rose for her. Marie Salamagne and Ane Ayo signed both formulas, composed as denser versions of the existing eaux de toilette.
The bottle was entirely redesigned for the occasion, drawn closer to the garment. The embroidered crocodile turns dark gray on the men's version, a color that signals the stronger concentration against the green of the eau de toilette.
The house classifies the fragrance sometimes as aromatic woody, sometimes as woody floral depending on the document. The messaging stays consistent across versions: a refined comfort, a masculinity described as confident, the freedom of movement borrowed from the polo shirt.
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The advertising
Five talents pass the bottle along
Five young talents, two models, two dancers and a BMX champion, pass the bottle to one another in an urban choreography.
For the launch, the house brought together five young talents from separate worlds, who pass the bottle to one another in a choreography filmed on boulevards, esplanades and the stairways of urban towers.
The team included models Désiré Quadjo Mia and Maeva Giani Marshall, dancer Hortense de Gromard, BMX world champion Matthias Dandois and dancer Salif Gueye. Each wears a different polo shirt, chosen for its style.
This group was brought back the following year for the line's Eaux Fraîches, in front of the lens of photographer Jonas Lindstroem.