When a major global beauty brand launches a new perfume, there tends to be a basic cliché blueprint: it’s targeted at a young audience, is fronted by a super famous ‘it-face’, but has a pretty underwhelming scent.
The latest perfume launch of 2019 is Lancôme’s colossal new release, Idôle, and it’s their first in seven years, so it’s a big deal. On the surface, it’s a very lovely scent (tick) for young women (tick) and is fronted by Zendaya (tick).
However, at GLAMOUR we like to explore all facets of sustainable beauty (to sniff out the greenwashing bullsh*t that masquerades as’ responsible ’), plus, we’re always on the lookout for the feminist angle. That’s why we know all too well that it’s not just about a nice smell; it’s the bigger picture and whether the bottle, packaging, ingredients, message, consumer stereotyping, campaign, and company ethos collectively build a positive and progressive product that’s worth your investment.
Lancome Idole Le Parfum EDP, quite amazingly, hits the mark on so many of these points, proving there’s a whole lot more substance to this fragrant story.
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Lancome Idôle Perfume scent
But first, before we delve a little deeper, let’s talk about that smell. Idôle is a gentle, refreshing, and rose-laced floral perfume. It’s inoffensive, dewy, and sparklingly light, with the type of rose that’s wet and apple-crisp, snipped at sunrise, and plunged into a tin bucket of ice. The perfumers (more on them later) created a “Clean and Glow” accord to evoke just-damp laundry drying in the morning sun. And there’s a creamy jasmine note that anchors it down into your skin’s pores, which warms up throughout the day and seeps into your clothes, hair, and partner. Combined, these aromas create a happy-splashy perfume that’s soft, safe, and easygoing. Which is confusing, because everything else about Idôle is punchy, powerful, and disruptive. Here’s why:
So not an average bottle
At just 15mm thick, it is the slimmest bottle in the world to date and doesn’t stand up. It’s designed to slip into your back pocket, lay on your bedside table, or hold up to your ear if you need to pretend to take a call when you see a frenemy across the street. I made that last bit up. Designed by Algerian architect Chafik Gasmi, it is unnerving and genius, fragile and ballsy in equal doses.
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The perfumers break the mold
Usually, big brand epic scents like these are made by elegant French gentlemen who have practiced perfumery for 40 years. There is nothing bad about this AT ALL – they are true artists and skilled beyond belief – but if you’re going to make a socially-aware scent for young women then bring your project closer to home.
For Idôle, three women perfumers were commissioned to collaborate: Malaysian-born Shyamala Maisondieu, Nadege Le Garlantezec from Paris, and Columbian-born Adriana Medina, who fused their cultures and passion for sustainable ingredients into a universal and inclusive scent for all women.
The ‘face’ is feminism reloaded
American actor, singer, and model Zendaya has been fighting for women’s rights, WOC inclusion, non-gender-stereotyping, and media bullying since 2013, when she ripped apart the role Disney prescribed to her for K.C. Undercover. She insisted her character was socially awkward, smart, and skilled in martial arts, instead of miraculously gifted in singing and dancing. She demanded to be a producer and changed the show’s name (from Super Awesome Katy – cringe).
Since then, she’s been a professional boundary-pusher: in style (hello, Met Gala cyber Cinderella), on stage (her speeches remind young people of their responsibility and power), on social (she’s openly shamed publications that digitally slim down and manipulate her body) and on-screen (the majority of her stunts in The Greatest Showman were her own). All this at just 22.
The ingredients are transparent and traceable
It’s part of L’Oréal’s (who own Lancome) socially productive purchasing program ‘Solidarity Sourcing’, which supports social inclusion and maintains sustainable, Fairtrade, and eco-friendly supply chains. The rose petals, for instance, are harvested by a family-based cooperative with Fairtrade working conditions that helps women employees to be recognized for their contributions.
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The bottle is refillable
At least 200 Lancomecounters nationwide are receiving delivery of a refill station in the next few weeks before the launch. Customers can take their empty Idôle bottles to be replenished at a discounted price.
Lancôme Idôle Eau de Parfum. Available from lancome.co.uk and retailers nationwide from 14th August.
For more information, hit up https://www.lancome.co.uk/be-the-first-to-know/. 10,000 samples will be available to claim @lancomeofficial ahead of the official launch.
