L’Oréal Luxe Travel Retail has unveiled a new feminine fragrance from the house of Ralph Lauren. Midnight Romance will be available in travel retail from May.
“Midnight Romance is a new facet of the Romance story and is a stand-alone, permanent fragrance that can be worn at any time,” noted Ralph Lauren Fragrances President Worldwide Guillaume de Lesquen. “It is not a flanker”¦We anticipate Midnight Romance will be a long-lasting addition to our women’s fragrance portfolio.”
The floriental edp, composed by Honorine Blanc and Alberto Morillas, is described as sensual and seductive. The juice opens on notes of raspberry, bergamot and lychee, atop a heart of “Pillow Talk” peony, jasmine and freesia. The base blends black vanilla, iris absolute and ambrox.
“Midnight Romance needed to bring a whole new proposition for Ralph Lauren Fragrances,” Blanc explained. “We were introducing a sensual feminine fragrance that mimics the modern contradiction of today’s women”¦We choose the key ingredients to evoke the exciting feeling of a new love – of passion at midnight.”
“Immediately I thought to include the sensual pink peony,” added Morillas. “This flower captures the many facets of femininity. It is a voluptuous flower that has a grand aura, but also in full bloom the petals become fragile to the touch. The peony aroma is soft and feminine, the perfect key ingredient to introduce in Midnight Romance.”
The fragrance flacon references that of the original Ralph Lauren Romance, in terms of shape and colour-scheme. This interpretation features a transparent bottle that reveals the soft pink juice, topped with a metallic black cap. The outer carton is a textured pink, with the name written in black.
The ad campaign features Ralph Lauren runway model Anna Selezneva, in a film created by director Bruce Weber. Selezneva is complemented by Ryan Heavyside.
The full Midnight Romance product line-up includes a 30ml, 50ml and 100ml edp, a 10ml Rollerball, a 200ml body moisturiser and a 200ml bath & shower gel.
“[With Midnight Romance] we are reinvigorating our feminine part of the brand and enticing new consumers with a relatable and aspirational concept of sensuality and intense love,” concluded de Lesquen.
“With Midnight Romance, we are addressing a strong trend in fragrances towards more sensuality and mystery. A floriental, Midnight Romance is also a new olfactive territory for Ralph Lauren Fragrances. I believe that Midnight Romance sits at the core of the key attributes of the highly successful women’s fragrances in the world: sensuality, mystery and passion.”
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