You might’ve noticed some slightly cheesy Paris Instagrams pass by last weekend - I spent a day in the city with my friend Lisha, both invited by Cacharel to attend the relaunch of Cacharel's famous scent Anaïs Anaïs, as well as the launch of a new variation of the scent, Anaïs Anaïs Premier Délice. Place of celebration was Palais de Tokyo, usually home to modern & contemporary art, but with a part now carefully furnished to resemble the innocence & romance of the seventies. How I would love to’ve known the seventies! We all wore flower crowns for the occasion (any bad hair day looks like a totally awesome hair day with a flower crown!) and drank rosé champagne & munched pink desserts like there was no tomorrow.
The original Anaïs Anaïs perfume, now rebranded to Anaïs Anaïs L’Original, saw the light of day in the late 1970’s and became a classic for young girls - receiving a bottle as precious gifts on special occasions, or stealing it from their moms and embracing the scent. It’s a white powdery flower bouquet, and if I had to describe it I’d say it smells like innocence in a bottle. Back then it was the ultimate coming of age perfume - probably the scent you wore when you first kissed a boy & a few weeks or months later when you got your heart broken for the very first time. The scent translates the kind of memory you always make time for - the memory of how simple it used to feel to be foolish and in love. The kind of easy you’re never going to encounter again. The new version Anaïs Anaïs Premier Délice is a completely different story, it’s much sweeter and not powdery at all - someone who smelled it on me said it reminded her of a bonbonière (French for candy jar). It’s perfect for the young girls of today who probably wouldn’t like the powdery white flower thing anymore - we have to admit: it’s a very eighties type of thing. This one smells less like memories and more like the Summer in a field of thousands of flowers, but perhaps that’s because memories are still to be made with this one. I’ll divulge more about the scents in a second post a bit closer to the soft launch date on March 30th (= only in select stores) & the wide release on April 30th.
(top picture: Lisha & me // the three models of the new campaign in real life - so beautiful & youthful!)
Now, a little more than 30 years after the original launch of Anaïs Anaïs, Cacharel is blowing new life into the scent and addressing the same type of girl it did back in the seventies: frivolous, fun-loving girls with an exciting and unknown future ahead of them. They hired the young Olivia Bee (only 19 years old and already an incredibly gifted photographer, capturing nostalgia in her more than perfect fragile style) to shoot the campaign picture and three gorgeous fresh faced models to embody what the fragrance stands for. The fragrance is now out there to be loved by a new generation - the daughters of the women who already made billions of memories with the original scent. Olivia wanted to capture the celebration of these girls’ femininity - and how they’re not afraid to enjoy it. Time for the new Anaïs girls to rise, loving life & wearing flower crowns. I can seriously vouch for the awesomeness of wearing flowers in your hair. Everything is infinitely more fun with flowers in your hair. Thanks for the delightful evening & making me feel like a seventies girl for a brief moment, Cacharel! ♥
It’s amazing how some scents touch you - even if only for the feeling that accompanies them. I love the memory and thought of Anaïs Anaïs & I’m happy the new version has the potential to become the same type of thing in thirty something years. Check back next month for more on these new (re-)releases!