Lancome introduces new perfume

JAKARTA (JP): Poeme, a sensuous new fragrance from Lancome, is chiefly composed of the Blue Poppy from the Himalayas and the Datura flower from the desert. Although a cross between snow and sand, it is a sunny perfume evocative of a sunlit garden of flowers.

Lancome has returned to its roots with the new perfume; believing that the life's essentials, rather than transient fashions, are most important. The perfumer sees poetry as one fundamental of life.

Like poetry, a perfume is composed, and the composer for Poeme was Jacques Cavallier. His father was a perfumer, and he himself is known as a talented nose.

"I have looked for flowers that live and echo each other," Cavallier said about the creation of Poeme.

Designer Fabien Baron, creative director of Baron & Baron and artistic director of Harper's Bazaar, created the clean-cut flacon for the perfume.

The 30th perfume from Lancome, Poeme celebrates the brand's 60th year. In 1935, Armand Petitjean created Lancome with the release of five perfumes, including Tendre Nuits and Kypre. Subsequently other distinctive perfumes, like the woody-floral Magie Noire and the tangy O de Lancome, have hit the market. The company recently released Tresor.

Just as Isabella Rosellini was the face of Tresor, Juliette Binoche is that of Poeme. The movie actress has portrayed strong characters, from the ingenue to the seductress, and always retains an air of mystery. Being "secretive and radiant, timeless and contemporary, she is the perfect incarnation of our perfume," said Pierre Sajot, the president of Lancome.

There seems to be an attraction between perfume and Hollywood, perhaps as both are symbolic of glamour. Actress Elizabeth Taylor recently released her new fragrance Black Pearls, and is reportedly considering a new one for men called Rough Diamonds.

Poeme is now available in Jakarta in a range of perfume and eau de parfum in bottles and sprays. The cost ranges from Rp 90,000 to Rp 260,000 (US$38 to $110).

-- Parvathi Nayar Narayan