Lanvin Launching Couture Fragrance


Juju Ivanyuk Lanvin fragrance ad campaign
Photo courtesy of Women’s Wear Daily
Model Juju Ivanyuk stars in the campaign for Lanvin's latest fragrance.

Reason #581 to pack your bags and head to Paris: The opportunity to get your hands on Lanvin's latest fragrance, Jeanne Lanvin Couture.

Alas, the French label has no plans to launch its "more mature" scent in the United States, though its floral woody blend of rose, violet leaves, cedarwood, musks, peony accord, and a magnolia essence may just warrant an international shopping trip.

"Jeanne Couture is more womanly,” Delphine Pommier, marketing director at fragrance licensee Inter Parfums SA, tells Women's Wear Daily. “The target is a little less young than for Jeanne.”

She's referring to the fruitier scent—named in tribute to the label's founder, Jeanne Lanvin—launched four years ago, which shares a raspberry note with the Couture version.

"[Couture is] more feminine,” adds Pommier. “There is more sensuality."

Rather than the original Jeanne Lanvin's pink tulle ribbon and Alice in Wonderland-inspired campaign imagery, Jeanne Lanvin Couture is presented with a purple bow around its neck. The bottle appears in a striking black and white campaign ad starring seemingly nude model Juju Ivanyuk shot by Sofia Sanchez and Maurio Mongiello.

Launching in Northern Europe in May before a global summertime rollout, Couture aims to appeal women aged 25 and up, in contrast to Jeanne Lanvin's 15-to-30-year-old demographic.

A 100-ml. eau de parfum Couture spray will cost 76 euros (about $100.55 U.S.) while the 50-ml. version is priced at 53 euros ($70.15 U.S.). Just don't forget to factor in the cost of that transatlantic flight ...

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