BrandHermèsNew Twilly Eau Poivrée d'Hermès ad

New Twilly Eau Poivrée d’Hermès ad


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New Twilly Eau Poivrée d'Hermès ad
New Twilly Eau Poivrée d’Hermès ad

The poetic young ladies of the Twilly Eau Poivrée advertisement

If the Hermès house has been synonymous since its creation in the 19 th century with quality and high standards, it has been able to prove to us that in perfumery it would not only be the same, but what is more with a flawless originality that makes release of each new Hermès perfume an event. With the singular Twilly in 2017, the house made a double blow by addressing young women for the first time, and it is with panache that it will do so a second time in 2019 with Twilly Eau Poivrée .

Twilly Eau Poivrée and its rose petal dance

This advertisement opens with a very strange vision while we are in the middle of the prestigious address of the Hermès house, in the Faubourg Saint-Honoré. A young lady with her head upside down waits quietly. Then the camera soars high where we see a statue of Napoleon, visibly victorious, waving not the French flag but the Hermès flag, a multicolored Twilly as a standard! While little Twilly seems to escape underground, a young woman jumps to join him and the frenzied rhythm of this advertisement starts!

While she had just plunged underground, the young lady finds herself as if by magic on the Parisian rooftops alongside her sisters friends, throwing together a shower of pink petals to the world which will lead to a sublime choreography.

If some of them are still hiding, other Hermès ladies show themselves in broad daylight under the rose petals which seem to send a message of happiness to the world. Bodies brush against each other and mix, buildings are drawn upside down and the multicolored Hermès banner makes a flowery and colorful wind of freedom float on this universe. Of course, like this obvious brotherhood, the pretty Twilly Eau poivré will pass from hand to hand to be shared.

The original universe of advertising for Twilly Eau Poivrée

The very first advertising campaign for Twilly was filmed in 2017 by director Arnaud Uyttenhove. Even though his name has not yet been mentioned for this new campaign for Twilly Eau Poivrée, there are many elements that lead us to believe that it is indeed the same look behind the camera.

Indeed, the chic Parisian universe for Twilly Eau Poivrée blends once again with the modernity of the colors and the dance of the young ladies in very singular revolving planes. The music is always so rhythmic and the theme of freedom is even more present in symbols filled with humor such as the Napoleon with the Twilly flag.

The young women muses of Twilly Eau Poivrée

What astonished in the very first campaign of 2017 for Twilly was of course that there was not a muse but several muses who did not have any secondary roles, all were well their importance. For this commercial for Twilly Eau Poivrée, it is exactly the same, even though we have since become better acquainted with the tall brunette Ellen de Weer or even with the racy features of the so pretty Cai Lee.

Même si ces demoiselles sont connues désormais, leur spontanéité demeure et le charme de leur rencontre dansée fonctionne encore une fois à merveille dans Twilly Eau Poivrée.

Twilly Eau Poivrée entre fraîcheurs piquantes et fleurs si féminines

Twilly était un chaud-froid détonnant qui jouait du gingembre au froid polaire pour nous surprendre avec l’intensité fleurie de la tubéreuse et le mystère sensuel du santal. Pour Twilly Eau Poivrée, Christine Nagel, la parfumeuse attitrée Hermès, a conservé cette rencontre des contraires mais a préféré choisir d’autres éléments olfactifs à savoir les baies roses piquantes de fraîcheurs et la rose, fleur si emblématique de la parfumerie féminine.

Comment Twilly Eau Poivrée impose-t-il une nouvelle fois le concept de sororité ?

Sans aucun doute la publicité de Twilly mettait en lumière 2017 une nouvelle façon de promouvoir le parfum ainsi que la femme. Pour la première fois depuis longtemps, la jeune femme était toujours aussi vive et indépendante mais elle est entourée d’autres personnalités qui ne sont pas uniquement des faire-valoir mais bien des personnalités à part entière.

Les jeunes femmes d’aujourd’hui semblent totalement correspondre à ces aspirations de tribus tant le concept de sororité a été maintes fois prononcé ces dernières années.

Twilly Eau Poivrée, le parfum des jeunes femmes modernes et indépendantes ?

« Pour son premier parfum destiné aux jeunes filles, Twilly, Hermès offre, quant à lui, un regard rafraîchissant, plus cru sur les teenagers : filmés sans maquillage, dans une sorte de transe désarticulée devant la boutique parisienne du sellier 24, rue du Faubourg-Saint-Honoré. » Madame Le Figaro.

Ainsi donc la tribu des jeunes femmes Twilly Eau Poivrée n’est seulement une tribu qui entretient son amitié dans la différence mais aussi une tribu de jeunes femmes qui cherchent à être authentiques, à apparaitre à l’écran aussi spontanées que dans la vie.

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