Lacoste
Original PARFUM
Lacoste Original Parfum Fact Sheet — The crocodile goes concentrated: sport-chic energy at 25% Forty years after the launch of the very first Lacoste juice, the house unveils Lacoste Original Parfum, a 2025 novelty and the most intense version ever offered. Formulated at 25% aromatic essence, this concentrate reinterprets the emblematic woody fougère by pushing every facet to its peak: spicier ginger-cardamom, smokier lavender-incense, more enveloping tonka-patchouli. Conceived as the pivotal moment when match adrenaline gives way to the elegance of the private locker room, it celebrates the house mantra: Play Hard, Stay Original.
Where to buy
Fact Sheet
Identity
- House: Lacoste Parfums
- Line: L.12.12 Heritage
- Official name: Lacoste Original Parfum
- Launch: February 2025
- Composer: Pierre Guéros
Family & concentration
- Main family: Fougère • Spicy • Amber
- Concentration: Parfum 25% (refillable extrait)
- Available sizes: 50 ml • 60 ml • 100 ml + 150 ml refill
Concept: “Play Hard, Stay Original” — extreme version
The challenge: capture the thrill of victory and extend it from the locker room to the nightclub. To amplify the 2024 Eau de Parfum signature, the perfumer adds a dark incense-violet accord, gives the lavender heart an overdose of absolute, and tints the woody base with a honeyed vanilla-tonka. The result: a sillage that hits like a winning serve and lasts well after the trophy ceremony.
Quick olfactory pyramid
Top notes
Bergamot • Cardamom • Ginger
Heart notes
Resinous incense • French lavender • Violet leaf
Base notes
Patchouli • Tonka bean • Woody amber
Who is it for?
Aimed at lovers of intense fragrances — ages 25 to 50 — who want a clear evolution from day to night: spicy freshness for the office, ambery depth for going out. On a white polo, it leaves a “clean but bold” impression; on a night blazer, it turns into spicy velvet.
Bottle: the green monolith gains depth
Same polo silhouette as the Eau de Parfum but with a darker “Green Match” lacquer, a thickened metallic collar and an engraved silver crocodile. The glass incorporates 30% PCR and the unscrewable pump allows a clean refill in 40 seconds.
Strategic stakes
● The “Parfum for men” segment is booming: Lacoste positions itself against Dior and Armani extraits while staying true to its sport-chic DNA.
● Tangible sustainability: 89% natural formula, low-carbon beet alcohol, 150 ml refill cutting glass use by 65% compared to a new bottle.
● Iconic codes: the green colorway and crocodile logo remain — a guarantee of recognition — while the “Parfum” concentration paves the way for a future “Intense Sport” range.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
Lacoste Original Parfum — The Ad That Electrifies the Court and the City
“Play Hard, Stay Original”: grand slam spirit, streetwear style
For its new 25% concentrate, Lacoste orchestrates a campaign where the court extends into the streets of Manhattan: a nighttime tennis match turns into an urban parade, lit by forest-green neon. The slogan “Play Hard, Stay Original” recalls René Lacoste’s philosophy: performance and elegance are one and the same. Every medium — film, print, digital — shows the same transition: from the powerful serve to the confident city stride, sporty freshness slides into urban sensuality.
TV & digital film: 30 seconds of green adrenaline
Storyline & direction
Directed by the duo Megaforce, the spot opens at 7:12 pm: the sun sets, the center court floodlights switch on. The player — Lacoste ambassador and e-sport champion Carlos Alcaraz — serves at 220 km/h. The ball crosses the screen, bursts into chrome-green particles that spread through the city. Each particle turns into a miniaturized bottle; passersby catch one and spray themselves: the neon lights instantly shift from cold white to warm green. The final sequence shows Alcaraz on a rooftop bar, white polo, navy blazer; he adjusts his crocodile, sprays the fragrance and smiles, ready for a nighttime tiebreak.
“Serve” soundtrack
Exclusive music composed by Woodkid: percussion styled like balls striking the racket, a string layer taut like strings, an electronic break punctuated with sounds captured on a real court — bounce, sneaker squeak, the player’s breath — mixed at 126 bpm. The chorus murmurs “Serve your style”, a mantra turned into a hashtag.
Formats & distribution
- 30″ master: sports TV, lifestyle channels, IMAX cinema (January 2025).
- 15″ cut: YouTube pre-roll targeted at “sport/wellness”.
- 6″ snack: TikTok / Reels with slow-motion serve and “Green Burst” filter.
- 8″ loop: duty-free screens (CDG, JFK, DXB): a spinning ball turning into a bottle.
Print: the impact of a ball slicing through the night
Art direction
The poster shows the bottle’s square silhouette in mid-flight, shot at ultra-high speed: a visual shock recalling a ball striking the line. The background is a black-green gradient; a spot varnish traces fluorescent trajectories to symbolize speed and precision. In the corner, the discreet white crocodile signs the performance.
OOH rollout
Digital bus shelters: slow-motion video of the ball-bottle shattering a pane of glass, releasing green swirls around travelers. Times Square: a 3D screen where the crocodile leaps out of frame, catches the ball and ejects it as fragrance — a 12-second sequence every 8 minutes.
Pop-up and immersive experiences
Green Court Studio (Soho): an LED tennis court, connected balls releasing fragrance whiffs with every hit. Serve Your Style Challenge: an e-sport tournament on Nintendo Switch console, the winner’s name displayed on a giant screen and awarded an engraved bottle. Refill stations in premium sports clubs: bottle refilling, with CO2 savings displayed in real time.
A viral, winning serve
Two weeks after launch: more than 950,000 TikTok videos use the “Green Burst” filter; the YouTube film totals 2.4 million organic views; refillable pre-orders already account for 42% of online sales — proof that the eco-sport-chic message resonates with its audience.
Winning the point between performance and sustainability
Lacoste succeeds in combining energetic sports imagery, a percussive soundtrack and a concrete responsible narrative (PCR glass, refill, bio-ethanol): the “Play Hard, Stay Original” campaign sets a new standard for men’s launches, where every point scored on the court extends into a commitment to the planet.