Comme des Garçons has continued a guerrilla campaign for its latest fragrance launch. The fashion brand has introduced a scent duo called Guerrilla 1 and 2 that was inspired by its retail strategy – since 2005, Comme des Garçons has opened ephemeral boutiques, named “guerrilla.” These were launched in various locations and remained opened for one year in spaces whose original decor was not changed.
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Guerrilla 1 is inspired by Comme des Garçons’ first such location – a butcher shop in Berlin, which the brand took over in March 2005. “If you think of a butcher shop, you think of meat, blood, smoked meats, wood, and then the very clean, bleached aprons and metallic hangers for the meat,” said Givaudan perfumer Marie-Aude Couture-Bluche, who concocted the scent. “It’s carnivorous, but we added the Indonesian flower champaca, so it’s sensual, and then orange, so it’s fruity, with jasmine and gardenia, too.”
For Givaudan perfumer Nathalie Fesithauer, who blended Guerrilla 2’s juice, the word Guerrilla conjured up the color red. “I took everything that was red – raspberry, cumin, pepper,” she said. Top notes include pink pepper and ginger, with middle notes of red pepper and raspberry and base notes of cedarwood and musk.
Like their juices, the fragrances’ packaging is also non-traditional. Both Guerrilla 1 and 2 are contained in black lacquered square glass bottles. Guerrilla 1 is flanked in its black box by five fake black foam bottles, and Guerrilla 2 is flanked by five red fake foam bottles in a red carton.