Rémi Cléro on Lolita Lempicka's New Fragrance and More
Lolita Lempicka's fragrance, L'eau en Blanc
Parisian and feminine are perhaps what best describe the brand Lolita Lempicka that recently launched a brand new fragrance, L'eau en Blanc. We caught up with Rémi Cléro, President, Amore Pacific, who spoke about the brand and more.
Not too many people are familiar with the brand Lolita Lempicka. How would you describe it?
First and foremost, it's a very feminine brand. The founders Lolita Lempicka and her husband grew up in the 1960's and love nature for all its values. There's a feminine sensuality in her fashion, which is modern at the same time. Today, the fragrance is the beacon of the company. The first fragrance was launched about two decades ago and instantly became one of the bestsellers in France and subsequently, Europe.
Who is the ideal customer for the fragrance?
The fragrance is meant for the woman who is assertive, stands up for herself, and is unafraid to demonstrate her sensuality in an elegant and classy way as opposed to an overtly sexy fashion. Now is a very exciting time because it's a moment of change for the company. We want to push the brand forward into the next decade.
Actress Elle Fanning is the face of Lolita Lempicka. Why do you think she's representative of the brand?
Elle Fanning is a young and talented American actress who is the face of our new communication. She also happens to be the sister of Dakota Fanning. Elle is only fourteen years-old but has already worked with directors like Francis Coppola and Steven Spielberg. Her work's brilliant and we're happy that she's our muse. She's a young girl as well as a woman and we're happy to have her on board as this is exactly the positioning of our product.
Do you think the ingredients used in the new fragrance are suited to the Indian climate?
Creating a fragrance is a very delicate experience. It's nearly impossible to create a global fragrance that pleases everybody. We try to understand what people like, create and put it out here, hoping that it will be liked. At the moment, we're not creating specific fragrances for specific markets. That's not to say we'll never do it. We could look at doing that in the future. However, at this point, our focus is to establish the brand as a whole, as a great fragrance house.
According to you, which are the ideal ingredients for the Indian climate?
I think a floral fragrance would work well. You can't be clichéd while selecting ingredients for a particular climate. There are so many people in India coming from diverse backgrounds. So, the good thing is that when you launch a fragrance, it'll find its target!
What do you think makes a fragrance work?
You have to do something different, original and of course, it has to be uncompromising on quality. We do not compromise on ingredients. I think if you're convinced about your product being good, it will work. The presentation of the brand in the store and the service are also very important. Lastly, you need to know the reality of the market and price the fragrance correctly. If you price it in a crazy way, you just won't make it in the market.
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