Paco Rabanne presents Phantom men’s fragrance – WWD
PARIS – Paco Rabanne is about to build a third pillar of men’s fragrance with Phantom, a fragrance that comes in connected packaging in the form of a robot.
The change in shape fits perfectly with Paco Rabanne’s pioneering vision. The brand’s founding designer used wire mesh and other contemporary materials in his space-age designs early on in 1966.
The perfumes launched by the house and its owner, Puig, have also broken the molds, from their juices to the bottles that contain them. One Million’s flask is shaped like a gold bar, while Invictus’ flask resembles a trophy, for example.
In tune with the times of today, Phantom aims to be inclusive, celebrating everyone’s difference.
It is also expected to place Paco Rabanne in the top four for prestigious men’s fragrances in the world within two years. Today, he is sixth overall, second in Latin America and fifth in Europe, according to Vincent Thilloy, brand manager Paco Rabanne and Jean Paul Gaultier at Puig.
Paco Rabanne’s One Million ranks fourth and Invictus ranks seventh in the world today.
“So we can easily expect to have three mainstays in the top 10,” Thilloy said, adding that Phantom could reach the top five.
Puig executives would not discuss sales projections, but industry sources estimate that Phantom could generate more than $ 160 million in retail sales in its first 12 months.
“We wanted to bring something completely different in terms of design and scent,” said Thilloy. “On top of that, the product should be a 3.0 [version of scent]. “
The perfume bottle has a disruptive shape and function. Not only does it spray perfume, it is the first connected bottle. You can simply tap a cell phone on its top – the robot’s head – and thanks to an NFC contactless communication chip in the spray caps of the 100 and 150 ml. bottles, digital content becomes available, such as interactive games and filters, personalized playlists and augmented reality, among other elements.
The name Phantom nods to a lot of things, like games, a high-end car, something visionary or something intangible.
The Phantom movie ad makes it clear that the scent is meant to have a supporting role for the wearer.
The robot is shown as a wingman in the commercial video directed by Antoine Bardou-Jacquet, which makes a big nod to pop culture and sci-fi films, like the bar scene in “Star Wars”. David Trulik and Kris Grikaite appear in the spot where supernatural characters party on Sylvester’s song “You Make Me Feel (Mighty Real)”, remixed by 2 Many DJs.
Participants wear the archive Paco Rabanne fashion or the one created by its current artistic director Julien Dossena. Isamaya Ffrench invented fantastic beings.
“The concept is really like a utopia, where we celebrate difference and inclusiveness,” Thilloy said. “It’s a new planet, where everyone is accepted as he [or she] is.”
IFF Loc Dong perfumers Juliette Karagueuzoglou, Dominique Ropion and Anne Flipo designed the “futuristic aromatic” fragrance which contains notes of creamy lavender, lemon, patchouli, vetiver and vanilla. It is considered a “feel good” scent for which artificial intelligence, using an algorithm, and neuroscience have been used to “increase creativity”.
“Artificial intelligence is at the service of creativity,” said Thilloy.
The four perfumers worked with unexpected accords of olfactory notes and were able to measure their effects by scientific measurements. The idea was to stimulate the feelings of sensuality, confidence and energy of perfume wearers.
The lemon accord in eau de toilette includes a high dose of a vintage molecule called styralyl acetate which has been shown to release a feeling of energy, for example.
Phantom is the result of a collaboration with IFF-LMR Naturals, which produces all-natural extracts and is committed to sustainable development. The largely natural ingredients used in the perfume are selected and produced in an environmentally friendly manner. Phantom is vegan, and the 150 ml. the bottle can be refilled.
The fragrance will be introduced in travel retail on July 1, followed by its launch on July 15 on pacorabanne.com. Then it will be rolled out to other e-merchants and brick-and-mortar stores from mid-August, starting with the UK, Spain and France. Most other countries will start selling Phantom in September.
In France, the 100 ml. The edt version will cost around 102 euros.
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