Puig suffered two major setbacks in 2018 and 2019. The Spanish fragrance maker lost the fragrance licenses for Valentino and Prada to L’Oreal.
L’Oreal officially took over the Prada license in January last year as part of its brief to create, develop and distribute luxury beauty products under the Prada brand.
The first release under the global partnership was the men’s fragrance, Luna Rossa Ocean, spruiked by actor Jake Gyllenhaal in August last year. It was the first step in building a global beauty brand to be among the top players of the selective market with a code-disrupting approach to beauty, noted Yann Andrea, Prada Beauty International General Manager.
In late July, L’Oreal debuted Prada beauty and fragrance in travel retail in China at the China International Consumer Products Expo in Hainan. Prada’s latest fragrance offerings were the major focus ahead of the official launch of Prada beauty products in 2023.
Paradoxe, the first major Prada fragrance for women from L’Oreal, started its global rollout in August. The perfume will be introduced to China and travel retail this month, before launching in Australia on October 16th and the Middle East in November.
The new juice is intended to be the first female pillar fragrance for Prada with a sales target of US$100 million by year’s end. The ads are fronted by actress Emma Watson, who also made her directorial debut for the campaign.
Paradoxe also pushes its sustainability credentials by using three sustainably sourced ingredients, including neroli bud.
The three noses behind the sensual scent are Nadege Le Garlantezec, Shyamala Maisondieu and Antoine Maisondieu of Givaudan, a global leader in fragrance and beauty.
The top notes of the fruity floral include pear, tangerine and bergamot. A heart of orange blossom, jasmin sambac and neroli essence give way to a drydown of bio-activated amber, white musk and bourbon vanilla. The triangle-shaped bottle with rounded corners echoes the iconic Prada logo.
“A strategic objective for us is the expansion of the Prada brand in the Asian market, focusing on China”, notes Yann Andrea. “The US and other western markets are also major targets”.