Hermès
Twilly d'Hermès Eau Poivrée
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Together, they explored every craft connected to the world of luxury, never hesitating to conquer new markets to create new, refined artistic pieces. This is how Hermès one day ventured into the creation of silk scarves. Likewise, a few years later, Hermès also decided to explore the world of perfumery. Today, these two different areas of expertise come together in a new fragrance: Twilly d'Hermès, a fragrance inspired by an Hermès silk square. Since 2017, Twilly d'Hermès has delighted lively and creative young women. Today, to their great pleasure, Hermès announces the release of a variation on its scent: Twilly d'Hermès Eau Poivrée.
The story of Twilly d'Hermès
To better understand this fragrance, it is important to look back at the history of Hermès. It all began in 1937, when Robert Dumas created the very first Hermès silk square, a small scarf decorated with equestrian motifs, in reference to the house's original business. Little by little, over the decades, Hermès silk squares became world famous, which allowed them to be produced in countless different colors, as well as in various shapes. It was a little later that the Twilly d'Hermès appeared, the smallest scarf from the house, measuring 86 cm long by 5 cm wide. Designed at the start of the twenty-first century, it offered countless possibilities and could be worn in all sorts of different ways. The Twilly d'Hermès is used by some as a handbag accessory, while others use it as a bracelet, a piece of jewelry, or a hair accessory. Each woman can thus express her own personality through it. Then, in 2017, as if to pay tribute to it, Hermès chose to turn it into a fragrance.
Twilly d'Hermès Eau Poivrée, the fragrance of a free and creative woman
In keeping with this small scarf, the fragrance Twilly d'Hermès Eau Poivrée speaks to all women who like to let their inventiveness show. Twilly d'Hermès Eau Poivrée is full of character and vividly expresses all the ambitions and desire for innovation of women of our time. It was created for the girls who joyfully swim against the current, set their own tempo, and invent an entirely new rhythm. For them, explains Christine Nagel, Hermès perfumer, she imagined a new facet, in tribute to their spirit of eternal youth.
Twilly d'Hermès Eau Poivrée, a fragrance in three movements
This time, Twilly d'Hermès Eau Poivrée is built around three main ingredients. First, it warms up with pink pepper, a spice widely used in feminine perfumery, replacing for the occasion the ginger of the previous Twilly d'Hermès.
Then, rose takes over the heart of Twilly d'Hermès Eau Poivrée. Make no mistake, as is often the case in feminine perfumery, it is not used here in its most refined and romantic guise. Rose appears here more irreverent and untamed. Fresh and airy, it is a symbol of absolute liveliness.
Finally, Twilly d'Hermès Eau Poivrée closes with the darker, more pronounced presence of patchouli.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
Twilly Eau Poivrée and its wonderfully poetic advertising…
Since its famous Eau d'Hermès in the 1950s, the house of Hermès has always stood out through rare, precious and thoroughly original fragrances. However, despite their distinctiveness, no Hermès fragrance had yet addressed young women, who had nonetheless also become loyal customers, notably through the pretty Twilly scarf. And it is precisely with Twilly that Hermès addressed its young audience in 2017; the success of that launch prompted the house to offer it a scented sibling with Twilly Eau Poivrée in 2019.
A dance beneath rose petals for Twilly Eau Poivrée
This advertisement for Twilly begins in one of the most iconic locations of the capital and of the Hermès brand, at its very first and most prestigious address at 24, faubourg Saint-Honoré. There, a young woman leans against the wall, her head turned upside down, motionless. Then the camera rises and draws us toward a statue of Napoleon, at the height of his victory, brandishing the Twilly flag like the French flag!
As the Twilly flags flutter in the wind, a young woman watches them from below, where a second young woman follows the little scarf as it goes to hide underground, where she decides to follow it. Suddenly, this leap into the unknown marks a new rhythm, and the young women rush forward beneath a shower of rose petals that they pass from hand to hand above the rooftops.
As the petals fly above the rooftops, the young women try to catch them but fail, and instead choose to enjoy themselves by dancing around these swirling flowers. As their hands join together, it is once again the bottle of Twilly Eau Poivrée that they share, like the invisible bond between each of them.
When the Hermès girls take us into poetry for Twilly Eau Poivrée
In 2017, it was director Arnaud Uyttenhove who staged the choreography of the Twilly girls in the heart of Paris. However, it is not yet known whether the same director was kept on for this new advertisement for Twilly Eau Poivrée, although there are many reasons to think this might again be the case.
Indeed, this campaign for Twilly Eau Poivrée shares many features with the first 2017 campaign: the colors, the Parisian setting, the contemporary dance and the feminine faces highlighted through close shots that remain highly original. However, the little Twilly scarf appears much less, as this time it is the rose petals that form the link between these Twilly girls.
Twilly Eau Poivrée and its lovely faces of the campaign
In this 2019 campaign for Twilly Eau Poivrée, we find some of the same young women's faces we came to know in 2017 for Twilly, such as the tall brunette Ellen de Weer or the lovely Cai Lee.
Yet once again, these young women do not seek to stand out individually but rather to pose and be filmed together, offering a fresh perspective on this modern femininity embodied by Twilly or Twilly Eau Poivrée. For within this group of dancers, there is no star more important than another, except perhaps Cai Lee, whose face is better known than the others thanks to her presence at fashion weeks and on social media.
The scented composition of Twilly Eau Poivrée
For Twilly, the Hermès in-house perfumer had paired the biting cold of ginger with the intense warmth of tuberose flower and sandalwood.
For this Twilly Eau Poivrée, the marriage of opposites has been preserved through the meeting of pink pepper, rose and patchouli, but all the olfactory elements have changed! Thus Twilly Eau Poivrée is not, strictly speaking, a flanker of Twilly, since it has nothing in common with it.
When the Twilly Eau Poivrée girls raise “sisterhood” as a banner of freedom…
Even though the scented compositions of Twilly and Twilly Eau Poivrée are very different, they have kept their shared DNA, the famous “sisterhood” among Hermès girls.
Indeed, it is once again this spirit of a tribe of young women that is highlighted in this campaign for Twilly Eau Poivrée. A joyful tribe made up of very different girls, but also and above all a tribe that shares its happiness just as it shares its fragrance.
Twilly d'Hermès, a fragrance with such distinctive advertising campaigns
For Twilly, aimed at young women, Hermès staged a group of teenage girls engaging in a tribal dance, the fragrance becoming the glue of their friendship. A way of promoting the group spirit so dear to millennials, with a message that is more spiritual than romantic. Le Monde.
Once again in this campaign for Twilly Eau Poivrée, it is the group that takes precedence over each individual's personality, which is very different from advertisements for young women where individualism comes first above all else, as with the sparkling campaign for Yes I Am by Cacharel, which highlights a single feminine personality.