French perfume house Guerlain is spending pounds 30m world-wide on its
first major fragrance launch in seven years. The perfume, called Champs-
Elysees, will use French actress Sophie Marceau as its face.
The perfume and campaign are designed to attract younger women to the
House of Guerlain, best know for its Samsara brand, which was launched
back in 1989.
In the UK and Ireland the company is spending pounds 1.5m launching the
perfume, using TV and print advertising.
Guerlain is targeting the 25- to 35-year-old market and its media
agency, CIA Medianetwork, has booked the outside back cover sites in all
of the major fashion and beauty magazines until January.
It is the first time the company has used an actress as its face for a
fragrance and the advertising plays on a free, fun-loving feminine
image, using the line ‘Life is best played out without a script’.