Named for its caramel ingredient – hence ‘Candy’- Prada’s latest fragrance is a break from the house’s usual offerings, and is squarely aimed at "the new Prada customer" in a hot pink flagon faced by French actress Léa Seydoux…
Named for its caramel ingredient – hence ‘Candy’- Prada’s latest fragrance is a break from the house’s usual offerings, and is squarely aimed at "the new Prada customer" in a hot pink flagon faced by French actress Léa Seydoux.
Prada Candy, a new oriental fragrance for women, launched in Auckland on 3rd November with a press lunch so we could smell each of the three main notes: musks, caramel and an overdose of benzoin – aptly followed by a free-for-all at a pink-themed candy bar.
The new scent has been labelled, "excessive, impulsive and passionate" – the press kit it came in was definitely excessive – with a glossy full colour box full of A3 posters of the brand imagery.
The fragrance and its ad campaign marks a break with the existing Prada perfume line. The print imagery features the actress holding the bottle suggestively over one eye.
The TVC campaign stars the actress having a piano lesson where she takes control and grabs her tutor in a hot forbidden dance – wearing, one assumes, a little black Prada dress and hot pink knickers. Watch the Prada Candy video here.
A cartoon version in the same LBD graces the packaging.
Prada Candy will be available in 30, 50 and 80 ml Eau de Parfum.
Below: Images from the Auckland launch of Prada Candy.
The speaker at the lunch.
Melinda Jones of BDM Grange, with beauty media Lucy Slight of Girlfriend, and Emma of Pampered & Polished (centre).
Media attack the candy bar with gusto.
Even the Moet was pink.
The bottle and box packaging in hot pink features a timeless symbol of femininity: a pretty blonde girl with red, red lips.
The candy table overlooking Auckland Viaduct.
The closest I’ll get to owning a Prada bag.
Megan Robinson
7 November 2011
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