Parfums Cacharel is launching a feminine fragrance called Noa to lure young women away from unisex brands.
Noa goes on sale in the UK on February 27, backed by TV, cinema and press advertising through Paris agency Air. The campaign features German-born model Rebekka Botzem accompanied by a soundtrack sung by former Cocteau Twins singer Liz Fraser.
According to Cacharel, Noa “expresses a new sense of optimism and inner strength, translating a social need for hope, peace and spiritual values in a language attuned to today’s youth.”
Cacharel’s best known scents are AnaÃÂ¯s AnaÃÂ¯s and Loulou, which launched in 1978 and 1987 respectively. Its most recent brand, Eden, was launched in 1994, followed by a brand extension Eau d’Eden in 1996. AnaÃÂ¯s AnaÃÂ¯s and Loulou have both lost market share due to discounting and the arrival of unisex youth fragrances such as cKone appealing to its core market. Chanel launched Allure in 1996 to capture a younger consumer.
Noa, like Cacharel’s other fragrances, is positioned at the lower end of the premium sector. It will retail at 15 for a 30ml eau de toilette spray, 24 for 50ml and 35 for 100ml.
The advertising campaign by Air is a departure for Cacharel, which uses Publicis, for AnaÃÂ¯s AnaÃÂ¯s, Loulou, Eden and Cacherel Pour Homme.
The company spent 1m advertising AnaÃÂ¯s AnaÃÂ¯s last year, according to ACNielsen-MEAL.