This article is from the time of Chloé’s new frangance launch, I found it relevant because it containts information that I, for one, didn’t knew (in bold):
Coty and Chloé compose a new Parisian Love Story
Source: ©The Moodie Report
By Rebecca Mann, Executive Director - Editorial
Yesterday’s launch event shadowed several of the locations featured in the ad campaign, including the Pont des Arts, a rooftop party venue and the city’s picturesque (and recently renamed) Marché aux Fleurs Reine Elizabeth II, on Place Louis Lépine. Transport took the form of vintage convertible Citroen 2CVs and a boat along the River Seine.
“We wanted to tell a new story about Paris and romance,” explained Coty Prestige Group Vice President Marketing Balenciaga, Chloé and Roberto Cavalli Caroline Javoy, of the ad campaign. “We also wanted to show the ‘insider’ side of Paris, and where real Parisians go.”
The TV ad was directed by Mélanie Laurent, and features music performed by Vanessa Paradis. The fragrance face is French actress Clémence Poésy, one of a trio who fronted the signature Chloé Eau de Parfum, launched in 2008.
“We chose Clémence because she perfectly embodies the Chloé brand,” Javoy noted. “She is natural, graceful, modern and spirited.” She concluded: “As with everything the Chloé brand does, this new fragrance is a story of women, by women, for women.”
+ Pictures from the event along with Clémence discribing being invited to front the campagin as ‘the perfect christmas gift’ in the source.
Poésy’s bob, it turns out, is the handiwork of the Paris-based, superstylist David Mallett, whose charming hôtel particulier salon in the 2nd Arrondissement is a favorite escape of the city’s sought-after actresses, fashion publicists, and designers.
“Clémence wanted a dramatic change, something visible. It was an impulse. We decided to do it in three seconds,” says Mallett, who cut it into something “soft around the edges, not too neat, not too classic. The inspiration was Debbie Harry.” After he’d finished cutting, he sent her to in-house colorist Rémy Faure, who lightened it to what Mallett calls “a very, very pale tone of honey with a bit of shadow at the roots. Parisian girls like for their color to look a little bit faded.”