Where the leaves and the city meet...
In LA, we hardly get rain - but when it does I love smelling the damp earth and greens fill up the cool air. Even when you smell a freshly watered field or the morning dew gently wafting up the scent of the grass and trees to your nose, it brings a sense of calm and connection.
And this is the new interpretation Hermès brings to its line of H24 fragrances.
Herbes Vives invokes a vibrant image of greenery and life.
The visuals on their website take the color palette and distortion of the bottle itself when it hits the light and you try to look through it. That distortion shapes and moves the background to the form of the bottle itself as it splashes beautiful hues of green. The imagery paints the picture the fragrance invokes when smelling it. It shows a man walking through the city streets after a light rain that brings all the greenery to life.
Launching this year in Europe first and now making its way stateside their socials have been low-key on the fragrance release. In the US fragrances aren’t as common on the everyday man as in Europe but they are spreading the word through fragrance influencers and reviewers online. This is a key group to reach because even if they are a small group of people that are aware of the product they do spread the work through their circles.
What sets Herbes Vives apart from the other green fragrances that are being released this year?
Although other fragrance brands like Jean Paul Gaultier with their release of Le Beau Paradise Garden fragrances and Valentino’s Born in Roma Donna Green & Uomo Green are set to release this year, what sets Herbes Vives apart is the vegetal, herbal freshness along with pear and their trademark note of Physcool to bring this lush green picture to life.
The mission for Hermès perfumer Christine Nagel was to create a symbol of another kind of masculinity through its fragrance.
In their campaigns, we see a man alone walking through a street with green lush trees distorted by light and liquid gently meshing nature and the city together as one.
The marketing does an excellent job of invoking the connection one feels with their surroundings after the rain passes through. Fragrances in general have a unique, primal, and transportive property to them that they can take us and communicate to us a whole story.
Time will tell if the campaign itself would convince Hermès fans to try out this new interpretation of H24 and possibly win new fans who didn't connect with the previous two iterations of H24 ( H24 Eau De Toilette and Eau De Perfume)
Consumers can choose between a 1.7 oz ($125) or a 3.4 oz ($155) refillable bottle, which is taking the fragrance world by storm.
Brands are giving consumers the option to keep their original fragrance bottle and purchase refills once they have finished their fragrance. From a sustainability perspective, this is an amazing option... but the Frag-heads tend to dislike refillable bottles due to their tendency to leak, often opting to purchase the traditional bottle again.
Do you want to be transported to a lush green and vibrant street in Paris after a rain storm?
Does the imagery and colors invite you to try H24 Herbes Vives and allow it to tell you its story?
Let us know your thoughts about the launch in the comments.
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