LACOSTE is Launching a High Tech Campaign for its First Men’s Fragrance Collection

29 Aug

Three Men’s Fragrances from LACOSTE

LACOSTE is introducing its first fragrance collection for men with a big bang.

In collaboration with the New York design firm Tronic, LACOSTE has created LA MACHINE L.12.12, a mechanical and virtual installation at New York’s Grand Central Terminal.

The installation, which aims to highlight how the creative process works, will show the transformation of the LACOSTE polo shirt (the inspiration for the collection) to a fragrance mechanically and visually, using special user-generated videos.

You can participate in the process by uploading your own personal transformation online and LA MACHINE L.12.12 will mix the information to create a short video (there are only 35,000 limited time slots available). In celebration of the event, LACOSTE is hosting a worldwide competition to win a chance to be flown to New York attend the LA MACHINE L.12.12 launch party.

The new fragrance collection called EAU DE LACOSTE L.12.12 takes it cue from the classic LACOSTE polo shirt created back in 1927 by tennis legend René Lacoste. The bottles echo the simplicity and sophistication of the polo shirt with textured sides to emulate the shirt and a fabric crocodile logo.

Each fragrance offers a masculine scent that is authentic and fresh.

The Blanc Edition blends a fresh top note of grapefruit, with natural tuberose, ylang ylang, and masculine cedarwood with the staying power of vetiver.

The Bleu Edition features a powerful and sparkling freshness due to citrussy grapefruit and cool notes of peppermint and watery fruits.

The Vert Edition has a fresh greenness created by ingredients like violet leaf, fig, thyme, and bamboograss.

The LA MACHINE L.12.12 by LACOSTE exhibition will take place at New York’s Grand Central Terminal between September 19th and 27th.

Check out this video teaser.