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L’Incendiaire

Posted by Robin on 15 June 2014 12 Comments

The latest message from Serge Lutens. Found via The GoodSmellas at Facebook.

Filed Under: perfume in the news
Tagged With: serge lutens, video

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12 Comments

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  1. happy888cat says:
    15 June 2014 at 11:55 pm

    Wow. That is some dark imagery there. I am a little disturbed by the executioner (his silhouette superimposing the bottle kind of makes me not wanting to touch it)…

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    • Robin says:
      16 June 2014 at 7:12 am

      I guess. I have a hard time taking it seriously.

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  2. Filomena says:
    16 June 2014 at 12:36 am

    I agree with happy888cat. Very mysterious ad and very dark and somewhat scary. I am not sure what Uncle Serge was trying to convey here, except for intrigue. However, there was nothing in the ad that brought perfume to mind…at least to my mind. Had I not known it was from Serge Lutens, perfume would never have entered my mind.

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    • Robin says:
      16 June 2014 at 7:11 am

      I think he is trying to convey a new series, that costs more than the old ones.

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  3. Omega says:
    16 June 2014 at 5:07 am

    Serge, to me, has always been a bit dark so this appears right along the lines of his imagery, presentation, etc. I find his presentations very intriguing, interesting..sometimes a little disturbing..but that’s what makes them stand apart from the usual fragrance ads, which to me, can be pretty repetitious, flat, not very creative. I like some of the imagery at the end very much, the light traveling around and the bottle presentation. It’s just cool. I haven’t found too many SL scents that are to my liking yet unfortunately..I have many to test still, however. I was very much intrigued by the Profundis ad..but upon sniffing, it didn’t appear melancholic in the least, in fact, the opposite. But the ad got me to get a sample, right?:). I find I like his visuals, presentations, photography more than his scents so far. I like the bottle designs too, which also appear to have a bit brooding/serious vibe to them and his visuals are very much present in his perfumes as well. I have a lot of respect for his stuff..even if his imagery is a bit too haunting or disturbing for my tastes and his perfumes, generally not to my tastes either. I sometimes see him as the David Lynch of perfumery, dark and strange like that..hard to figure out. Lol, I don’t watch Lynch stuff anymore..as yep, a wee too dark for me! No thanks.

    Ads like these make me want to get to testing more of his line though.

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    • Robin says:
      16 June 2014 at 7:24 am

      You guys noticed the dark stuff more than I did. I noticed that his new series is called Section d’Or and has gold accents on the bottle. My guess is that Serge is going luxury. We shall see!

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      • Merlin says:
        16 June 2014 at 8:09 am

        Given that it is marketing material I guess a materialist reading is quite apt!

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  4. Merlin says:
    16 June 2014 at 7:04 am

    I’m just glad the scents never take themselves quite so seriously as Lutens seems to take himself! :-D

    Some nice visuals, despite the pretend pretend dark and pretend pretend profound. And I love the name L’Incendiare!

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    • Robin says:
      16 June 2014 at 7:24 am

      If he does take himself seriously — it’s hard to tell.

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      • Merlin says:
        16 June 2014 at 7:57 am

        I’m not sure it works any better a parody though:

        ‘From deep within my cowardice, my heroine surges, and my flaws reveal the golden brilliance of her virtues. It is the love which sustains me even as I grieve – for its loss!’

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  5. solanace says:
    16 June 2014 at 8:44 am

    Yes, I like the name way better than the film. It makes me hope for a smoky perfume, which he does like nobody else.

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  6. pyramus says:
    16 June 2014 at 3:56 pm

    I thought it was a bit silly, practically a parody of the form: nobody does overblown perfume advertising like the French, that’s for sure.

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