Spanish luxury brand Loewe has launched I Loewe Me, a new fragrance for women. I Loewe Me follows 2005's I Loewe You and 2009's I Loewe You Tonight:
A fragrance from Loewe inspired by the essence of youth. Fresh fruity notes capture insolence, freedom and fun, with a vanilla musk base for a touch of sensuality.
The notes feature strawberry, pear, mandarin orange, magnolia, pink pepper, raspberry, sandalwood, vanilla and musk.
Loewe I Loewe Me is available in 50 or 100 ml Eau de Parfum, and can be found now at Harrods in the UK.
This is a new attempt of Loewe trying to attract younger clients… is very funny i read about this perfume, because the brand has earned many enemies and detractors among the spaniards with their last campaign, intended to attract young people. They made this commercial where sons and daugthers of different personalities from the cultural spheres (rotten with money) explain their memories of the brand and say a whole bunch of allegedly stupid things one after other. All media were outraged by the way young spanish people are portrayed in the campaign, as shallow, rich, empty wannabes… i wonder if the people will react to the perfume the same way… i guess if they do an tv ad they will be way more careful…
Yes, I think the whole range (I Loewe You & I Loewe You Tonight) were also geared towards young people.
Too bad about the ad — I didn’t see it, but have really liked many of their television ads.
Oh it wasn´t THAT bad… maybe too lets say lighthearted and bit pretentious …like any teenager saying things (or wearing certain clothes and make up) that is written by some copy with a wrong sense of modernity.
Anyways in Spain we create polemics for everything. I think the Loewe ad was intended for other countries, mostly. Other campaigns were very cool. This is the one:
I wonder if there will be an ad for I loewe me…
Yeah, that is an off-putting video, totally agree. I think their ads for specific perfumes have been really interesting. Thinking of things like the original Quizas ad:
And Aire Loco:
These are clever & well-done. They’ve stuck in my mind long after I’ve forgotten many others.
The vapid young people in the ad you linked to might also stick in my mind, but not in a good way…