Charles Sternberg, Assistant Editor03.25.21
German luxury fashion house MCM has launched a new signature fragrance accompanied by a global communications campaign entitled Travel Beyond. The campaign features the first-ever beauty commercial leveraging virtual production and filmmaking using technology from the gaming world, namely Epic Games’ Unreal Engine.
The campaign and fragrance capture the essence of travel, including a journey inspired by the ingredients: vibrant raspberry and jasmine are refined with clean woods and sheer Ambrox Super, presenting a spirited floral woody aroma.
Senior perfumer Clément Gavarry of Firmenich, creator of the fragrance, was “inspired by tribes of fearless free thinkers and sought to design a sustainable blend of classic and modern elements that fuse together to create an attitude of unbridled optimism and powerful connection.”
The bottle pays homage to the classic MCM backpack. The top handle, studs, flat front pocket and Cognac Visetos logo represent a synergy between fashion and fragrance.
“Over a year in the making, the result of our collaboration with our MCM partners elevates fragrance, packaging and marketing to a rarefied summit within our industry. Together we accomplished what we set out to accomplish, namely to fuse luxury with an expressive spirit of originality and optimism, and we can all use an infusion of optimism at this time,” commented Jean Madar, chairman and CEO, Inter Parfums Inc.
Travel Beyond will launch exclusively in MCM stores in March 2021, with a global launch in April 2021.
The campaign and fragrance capture the essence of travel, including a journey inspired by the ingredients: vibrant raspberry and jasmine are refined with clean woods and sheer Ambrox Super, presenting a spirited floral woody aroma.
Senior perfumer Clément Gavarry of Firmenich, creator of the fragrance, was “inspired by tribes of fearless free thinkers and sought to design a sustainable blend of classic and modern elements that fuse together to create an attitude of unbridled optimism and powerful connection.”
The bottle pays homage to the classic MCM backpack. The top handle, studs, flat front pocket and Cognac Visetos logo represent a synergy between fashion and fragrance.
“Over a year in the making, the result of our collaboration with our MCM partners elevates fragrance, packaging and marketing to a rarefied summit within our industry. Together we accomplished what we set out to accomplish, namely to fuse luxury with an expressive spirit of originality and optimism, and we can all use an infusion of optimism at this time,” commented Jean Madar, chairman and CEO, Inter Parfums Inc.
Travel Beyond will launch exclusively in MCM stores in March 2021, with a global launch in April 2021.