EXCLUSIVE: Lancôme Poised to Release Idôle Scent

PARIS — Lancôme’s new scent Idôle has a fairly grand ambition: It’s meant to distill the ethos of women today. Executives at the L’Oréal-owned brand noted societal shifts among company employees and consumers, which inspired the project. Françoise Lehmann, general manager of Lancôme International, referred to a new generation that’s “in the midst of reshuffling the cards concerning the role of women, and that interested us.” She said perfumes are often born from a change in society, and that these days a new generation of women is redefining what success means to them — achievement without sacrificing their femininity. Alongside thinking out of the box, they’re also sharing with others, according to Lehmann. Therefore, Millennial women can be addressed differently than other generations, and Lancôme executives pondered how that could be expressed through a perfume. “In each woman is an idol,” maintained Lehmann. “All women are idols.” The fragrance’s moniker, which has a circumflex accent over the “o” as in Lancôme, was also chosen for its duality — power and softness. “It’s a name that resounds more than ever with a singular strength,” she continued. Idôle’s bottle “was created as a totem of a new generation,” Lehmann said. Designed by Chafik Gasmi, it’s billed to be

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/2J4ntxZ