A new take on Cacharel's famed perfume Anaïs Anaïs
It was in 1978 that Cacharel launched its very first perfume: a woody green floral scent called Anaïs Anaïs. Backed by an advertising image campaign envisioned by Sarah Moon, the fragrance sold 35 million units in five years, in grand part thanks to a very competitive price that proved highly attracted to its young customers.
What’s more, according to the brand itself, from 1982 to 1985, Anaïs Anaïs was the best-selling perfume in the world. Its success certainly cannot be denied - especially in London.
And now, in order to win over the daughters of those who wore the original Anaïs Anaïs, Cacharel (whose perfume license are owned by L' Oréal) is launching Anaïs Anaïs Premier Délice, a scent conceived by Firmenich perfumers Dora Baghriche and Olivier Cresp. It will become available in April in department stores and a selection of perfumeries.
As for the television campaign, which will begin on March 29, Cacharel recruited Olivia Bee, a 19 year-old photographer who has been shooting a group of seven models. The campaign will alos have a heavy presence on the web.
Today about 75% of Cacharel's turnover derive from its perfumes.
By Sarah Ahssen
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