Lacoste
Pour Homme
The first fragrance Procter & Gamble launched for Lacoste, in 2002, Pour Homme is signed by Claude Dir. The house described it as a woody oriental built around rum: bergamot, plum and apple at the top, juniper, cardamom, pink pepper and cinnamon at the heart, rum, sandalwood, vanilla and musk in the base, in a gray glass bottle with square shoulders.
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Lacoste Pour Homme came out in 2002. Procter & Gamble Prestige Beauté, which had taken over the Lacoste fragrance license from Jean Patou the year before, made it its first launch for the crocodile brand, Marketing Week reports. Claude Dir created the formula.
Trained at Quest, the perfumer later worked at Givaudan and Mane. On the fashion side, Christophe Lemaire, who became artistic director in 2000, presented his first clothing collection in spring 2002, Women’s Wear Daily recalls.
An oriental for the mature man
Lacoste presented it as its first major fashion fragrance, launched alongside its new silver-gray logo. In 2009, the house made clear it was not targeting fans of youthful fragrances with zesty citrus notes: Pour Homme is meant for a more mature, refined man.
The house saw it as a modern classic in the making, made of calm, warmth and a little mystery. The Eau de Toilette, in 50 and 100 ml bottles, comes with a complete grooming range: shower gel, after-shave balm, stick and spray deodorants.
From one license to another
Coty took over the license in 2016, along with Procter & Gamble’s luxury fragrances. At the end of 2022, Lacoste bought it back and entrusted it to Interparfums for fifteen years, starting January 1, 2024, Premium Beauty News and FashionNetwork report.
Today the house describes it as inspired by the relaxed style of tennis player René Lacoste: a fresh, sophisticated fragrance that opens on Italian bergamot and plum, carried by a spicy heart and a base of rum, sandalwood and vanilla.
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The advertising
Herb Ritts, Style on skin
Herb Ritts films and photographs a completely naked, self-assured man taking tea in a contemporary interior; the tagline reads “Style on skin.”
Created by the Grey agency in Paris, the launch campaign was filmed and photographed by Herb Ritts, Women’s Wear Daily and Marketing Week report. To present its first major fashion fragrance and its new logo, Lacoste wanted a mature, intelligent campaign centered on the boldness of the modern man.
The film shows a naked man getting out of bed and walking through his apartment, seen from behind. The print ad shows him seated in an armchair, a cup of tea in hand, looking self-assured, a provocative sparkle in his eye, under the tagline “Style on skin.”
In the United Kingdom, the ad’s nudity drew more than thirty complaints from viewers, and the Independent Television Commission opened an investigation, Marketing Week reports. The house saw it as a provocative, unaffected image of modern masculinity.
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