30 sec clip of Escadas new campaign ‘Into The Blue’ with a CocoRosie track taken from their first album “La maison de mon Reve” called Not For Sale. ‘Into The Blue’ is poised to become a sparkling star in the ESCADA fragrance portfolio, hot on the heels of last year’s launch of Signature, ESCADA’s biggest launch to date.
THE FRAGRANCE
INTO THE BLUE is a fresh floral fragrance that awakens the senses with its crisp, invigorating scent. INTO THE BLUE provides that moment of happiness and personal indulgence, a rare and precious occasion that will have women celebrating all over the world.
INTO THE BLUE represents a channel to enjoyment and regeneration. Nothing symbolises renewal better than the image of a blooming flower, so it is no coincidence that the INTO THE BLUE fragrance has a strong floral element. The blue lotus flower, also known as the Nymphea, is known for its intoxicating fragrance. This delicate flower grows out of the depths of muddy swamps, opening on the surface of the water, a triumph of light over darkness. In ancient Egypt, the blue lotus flower was thought to have been the birthplace of the sun god, the creator, the source of all life. INTO THE BLUE also contains peony, known for its sweet scent and large, exuberant blossom that shoots out of the seemingly barren earth.
Water is the essence of life, thus it is quite fitting that ESCADA, a brand characterised by immense vitality, should have chosen water as one of the key elements for its new fragrance. If water is the source of life then INTO THE BLUE is really a celebration of life. All notes of INTO THE BLUE contain a watery element, whether it is the water in the green leaves that lend INTO THE BLUE its freshness in the top note, or the luscious and watery scent of the watermelon in the heart note, or the moist freshness of the wet woods at the base.
TOP NOTES – Crumpled green leaves, fresh herbs, star fruit & Tagete
The lotus flower has always been thought to possess magical properties; the ultra feminine water sprite gave her name to this flower – Nymphaea, a cousin of the legendary lotus blossom that has always fascinated man. Its sweet aqueous odour delivers a soft freshness, which works perfectly to recreate the fabled watery world of this mythical woman: a quality, which is enhanced by the juicy fresh flesh of the watermelon.
MIDDLE NOTES – Peony, aquatic floral & water fruits
The peony has long been admired not just for its beauty but also for its odour: it has a delicate fresh sweetness so elusive that perfumers have always struggled to capture it. Peony adds a transparent lightness, which is unequalled. As many people aren’t familiar with its perfume, it adds a certain mystery when used in a creation. When we fall under its spell it brings a feeling of great joy and happiness as we rediscover this blossom, which is so fleeting in nature and makes the most beautiful, indulgent and rare of bouquets.
BASE NOTES – White cedar, wood, musky cocktail, amber notes & wet woods
Cedarwood evokes happy memories. Its oils are distilled using steam and give warmth to a composition; it is especially useful when used with light, volatile or fresh ingredients as it also gives body and helps ‘hold’ the fragrance.
THE ADVERTISING CAMPAIGN
ESCADA fragrances, like the fashion label, strive to make women beautiful and happy. While beauty is a quality many brands promise, ESCADA stands alone with its mission to inspire happiness.
“We really wanted to do something new with the fragrance for INTO THE BLUE that captured the essence of ESCADA. The result is a fluid fusion of aquatic and floral notes making a scent which is subtle and distinctive and most of all arouses joy”, commented fragrance expert Will Andrews.
In keeping with its aquatic theme, ESCADA commissioned renowned photographer Howard Schatz, a specialist in underwater photography, to shoot the print advertising campaign of INTO THE BLUE.
The advertising features a kaleidoscopic arrangement of images of an elated woman in a red and pink chiffon dress. She seems overcome with joy, depicted in a dance like pose, as though skipping underwater. The image of her has been repeated in a circular, floral pattern. She appears to be swimming in deep blue waters on a glorious day, with sunlight filtering in from above the surface.
THE RANGE
Eau de Parfum 30ml – $61.00
Eau de Parfum 50ml – $85.00
Eau de Parfum 75ml – $110.00
Body Lotion 150ml – $51.00
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