Wednesday, March 27, 2013

Prada Candy L'Eau: new fragrance & the film to promote it

Wes Anderson, in an interval between his takes for his upcoming "The Grand Budapest Hotel", has teamed up with director Roman Coppola to make a mini-movie for Prada's newest feminine fragrance, a flanker to their successful Candy perfume, called Candy L'Eau.

Lighter than its predecessor (and recognizable thanks to its more pastel-hued packaging), Candy L'Eau blends white musk, caramel, benzoin, sweet pea and citrus notes. Available in 30ml, 50ml and 80ml bottles, the fragrance is available exclusively at Selfridges UK from March 28, set for an international launch in the end of April (some markets will get the new fragrance in late May-early June).


The little film features Léa Seydoux again as Candy, a fun-loving French ingénue who has not one but two suitors surprising her with balloons, birthday cake, and Jacques Dutronc's "L'Idole" on the background. [There will be a third part, coming up soon]. The Nouvelle Vague influence and specifically Jean-Luc Godard is unmistakeable (and Dutronc is a wink) And don't you just love how Léa stuffs herself! (A touch of realism and also a hint of the "gourmand scent" character of the Prada Candy fragrance.)


EDIT TO ADD: the third and final part is here.

Question: Prada (and Miuccia herself) are Italian, Roman Coppola is Italian-American and Wes Anderson is American. Why is the film in French? (I doubt that "Mission Impossible" starring Léa Seydoux has had trouble with English). Probably because it's an homage to Nouvelle Vague but still...that kind of Parisian utopia is largely a film creation, perpetuated by clever marketing.


  1. Nice but anything Parisian, personally, makes me melancholic. The actors should be more cute, there's something not charming or familiar enough with their faces. Congrats to the technical personnel of the production. "Vanilla, almond, chocolate.." I'd presume these are among the ingredients of the actual perfume..
    PS. English with a French sexy accent would work better in my opinion.

  2. Loved it! Very funny and the music is great. The characters and settings are a contrast to the theme as they lean towards creepy. The third movie should be about bulimia though...

  3. Ion,

    there's indeed something to what you say; you have put it much better than I did. I think there is a clear desire to appeal to an Anglo-audience of discernement (as Prada's is) who finds all things French charming. Hence the choices.

    And I agree the ingredients recitals of the cake were a stroke of genius as the fragrance should include these indeed! A sales pitch and notes list in one. Quel coup!

    *said in my best imitation English with a sexy French accent*

  4. K,

    oh you found them borderline creepy? Hmm. I wouldn't go as far as that (If you want creepy, you should catch some Zulawski who also creates in French)
    She reminded me of Anna Karina, without the stuffing herself though. Supposedly she "chooses" in the first clip, but if the Frenchiness is to be extended, I am predicting she will choose both! ;-)

  5. Anonymous14:46

    Love the ads! It really depicts the fragrance.

  6. JoJo,

    they do lend themselves nicely to the eye, don't they? And since it's a cheeky gourmand with something wittier about it than most...

  7. When I read the world "film", I rolled my eyes - usually it's a euphemism for long, boring ads (see Lagerfeldt's ones for Chanel, or more recently Lady Gaga long video). But these ones are true ads, and witty enough (though I don't have audio here - perhaps they're worse with the audio).

    Too bad Prada's perfumes don't match her experimental, exciting fashion. But, oh well, I'll keep wearing Prada clothes and look elsewhere for perfumes.


  8. Anonymous19:55

    the guys are super-cute. i don't quite see why they're so gaga over her, but then again, she is not my type. love the set decorations and the music - wanted to be in that apartment, dancing and eating cake.

    wish the perfume made me want to do something. if found candy rather bland.

    yes, we americans have romantic notions about paris - and the apartment, nice car, fancy theatre, natty wardrobes and crowded cafe are all images that KEEP us feeling romantic about it.

    i love paris, and have been blessed to be there more than once, and shall be there again, but i have yet to experience it in the same way that these characters do - because they are in a higher income bracket. these spots are like aspirational magazine ads come to life. fun, but not real life for many. and certainly not real for those living in the ghettos of paris.

    but what's wrong with having fun and playing off the fantasy when you're trying to weave a spell around a fluffy little perfume? nothing.


  9. Anonymous20:43

    It's available in Douglas in Poland. Drydown is very similar to Lolita Lempicka edp.

  10. Maybe I am just a Old Scorpion Lady Helg but it did nothing for me !
    I remember smelling the first Prada Candy scent - for little girls so maybe this will appeal.
    Are those two guys the same person?? LOL

    *High Five right back at ya Sista Scorp !! :)

  11. solanace09:35

    Mee too, I was expecting Rome. Ort a small village in the Apeninos. Cute guys on a scooter, you know... (And come to think of it, they are cuter in Rome, so I really, really cannot undestand!)

  12. I love the films! Can't wait to smell this when it comes out in Canada

  13. Dear Shrine

    Why in French indeed?

    After Puig the owner's of Prada Parfums are Catalan are they not (being a family)?

    Who knows, perhaps because French is ultimately the language of both love and fragrance!?!

    Nice scenes, not so keen on the scent!

    Yours ever
    The Perfumed Dandy

  14. Lea is, how do you say it, tres magnifique as Candy, the lovable French ingenue.

    While I feel that the scent may be a bit too sweet for me, I may want to take a small sample when it comes out, just because of Lea. :)

  15. I'm loving their film marketing strategy. I like the vibe and how the film relates to the fragrance. This milder version of the perfume is really tempting. I am sure I'll be one of those people who wants to try this NOW.

  16. Anonymous16:25

    Re: Having the film in French. I believe it goes back to the Italian convention of having their fragrance products marketed in French. It's more of a mix nowadays, but that's also in part why Giorgio Armani has 'Les Eaux Oranger Alhambra' when it's in fact an Italian brand paying tribute to a UNESCO world heritage site in Grenada, Spain based on a genre first invented by an Italian. (Now the fragrance license holder for Parfums Armani is French--L'Oréal to be exact--but that's another story altogether.)

    I think the marketing strategy is interesting, as many Italians have no problem understanding French. (An observation based on personal experience, as I live in an Italian-dominated community and they can understand when I speak basic French. Many of my Italian managers and co-workers also have no problem understanding me in French.) Yet to many Europeans and North Americans having French beauty products add a certain cachet and allure to the mix! Now macro-history wise it's a little bit on the ironic side, as it was Catherine de Medici who reinvigorated perfumery in France from Italy. Oh well.

    Cinematic wise I also think the rules on filming in French are also more lax these days, as Austrian director Michael Haneke having won numerous prizes with French speaking films such as "La Pianiste" and "Amour", espeically the latter winning the Palme d'Or, this year's Oscar for Best Foreign Film and, perhaps more tellingly, a sweep in this year's César Awards in France.

    Anyhow, just some of the few reasons I could think of on top of my head.


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