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Chloe fragrance launch event

Agency: Research Studio

Cient: Coty

Research Studios Paris has art directed the International press launch of the new Chloé fragrance due out next month.

The launch concept was to create "Chloe's apartment" in a typical Parisian apartment where 200 guests followed a path from one room to another in order to discover the character of the fragrance step by step.

The two day event was attended by international press, VIPs and trendsetters from all over the world.

Lionel Massias of Research Studios Paris said, “We set out to create an event that was memorable and which articulated the true soul of Chloé: a mix of vintage, romantic and rock.

“It is hard to strike a new note in an industry that is so cluttered and so competitive – with the apartment concept we actually achieved this against all the odds.”

The last time the Chloe brand released a fragrance was in 2005 with the Chloe Collection. The scent will roll-out in Europe, Canada, the USA, Australia, the Middle East and Japan in February.

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