Categories
Editor's pick film

Animated short from Dolce & Gabbana tells the tale of sourcing the perfect rose

Dolce Rosa Excelsa: A Fairytale
Dolce Rosa Excelsa: A Fairytale

Dolce & Gabbana is sharing the composition of its Dolce Rosa Excelsa fragrance through a short animated fairytale.

The 60-second clip sees the Queen of Sicily sending her two princess daughters off on a quest to source the perfect rose. One goes to South Africa where she discovers the African Dog Rose, the other to Turkey to find the Turkish Rose Absolute.

Both are then combined into the scent alongside top notes of lively neroli leaves and papaya flowers, dissipating into a floral bouquet of white water lily and white daffodil, and warm musky base notes of cashmeran and sandalwood.

The film closes on an image of the real Dolce Rosa Excelsa bottle.



This latest video follows a launch campaign for the fragrance earlier this year starring Academy Award winning actress Sophia Loren and two other Italian Oscar winners: director Giuseppe Tornatore and composer Ennio Morricone.

It tells the tale of a mother and her five sons returning to and restoring their ancient family home in Sicily. The town joins to celebrate its return to its former glory, whereupon a freshly picked rose symbolises the fragrance to follow.


Categories
film technology

Jean Paul Gaultier releases new 360-degree virtual fragrance experience

Jean Paul Gaultier's 360-degree virtual #BetheDrop fragrance campaign
Jean Paul Gaultier’s 360-degree virtual #BetheDrop fragrance campaign

Jean Paul Gaultier has released a second set of 360-degree videos tied to its fragrance business. For the launch of Classique and Le Male Essence de Parfum, the brand is inviting fans to explore the perspective of being a single drop belonging to the scents, exploring them as though within the bottle itself.

#Bethedrop, as the campaign is called, takes the user on an immersive journey through different notes in the fragrances, from fresh wood in Le Male to spicy chantilly in Classique. They are able to control their perspective throughout both virtual films, rotating the view left and right as well as up and down. Each of them end on an outside perspective looking back at the bottle.

They are viewable on both the brand’s website as well as on its YouTube channel (as below). They also follow a previous campaign from the brand earlier this year called #BetheBottle, which provided a slightly racier view from the perspective of the bottle while models posed and cavorted alongside.

Other fragrance and beauty brands playing in the virtual reality space include Charlotte Tilbury, Benefit and Dior. Within fashion and retail it has spanned Tommy Hilfiger, Rebecca Minkoff, Topshop and JC Penney.

Categories
film Uncategorized

Dior focuses on savoir faire with documentary look at J’adore fragrance

Dior has released a 20-minute online film showcasing the creation of its J’adore perfume.

“Le Parfum – The Film”, as it’s called, documents everything from the sourcing of the scent’s raw materials to the blowing of its glass bottle. To do so it travels from Paris to Murano via Provence and India.

All the while, the Parfumeur Créateur of the Maison Dior, François Demachy, carries the story – albeit in French (a three-minute subtitled version lives on jadore.com).

The write-up reads: “This wayfaring film demonstrates that the birth of a perfume is due as much to the talent of its creator, as to the quality of its raw materials.”

It continues: “Timeless images show the expert techniques of those who cultivate and harvest. Astonishing moments reveal the know-how of those who obtain essences and absolutes from the rarest flowers. This beautiful escapade takes us into the splendour of regal, generous and respected nature.”

Claude Martinez, president and CEO of Parfums Christian Dior, told WWD: “For us, the wish was to [have people] really rediscover the art of perfume and creative passion that animates all the creators working around a fragrance. In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it’s important to have generations and future generations rediscover that perfume is a true savoir faire. It is a métier of art, a métier of artisans and it’s not recipes from a computer. But it’s voyages, it’s people who grow flowers, it’s people who mix them after, glassmakers.”

The documentary is complemented by a 60-second spot narrated by J’adore face, Charlize Theron. Released on TV in the US on Saturday, it has already received nearly five million views on YouTube.

According to WWD, it is slated to roll out on TV globally through December, as well as in cinemas in France and China. The Jadore.com microsite also hosts more information about the flowers, the creators and the bottle.

Watch both the 60-second and 20-minute version of the film, below: