Viktor & Rolf: Eau Mega


Design duo Viktor & Rolf has just launched Eau Mega, their third fragrance, and second for women, after their highly sucessful launch of Flowerbomb in 2004:

"Eau Mega celebrates a new icon of femininity, in the form of a superheroine who, aided by her fragrance, transforms reality into her own universe of beauty and glamour and “megafies” the world. 

Accordingly, the striking advertising campaign features a giant-sized, chiffon-draped model (Raquel Zimmermann) towering over a gleaming, gilded New York skyline. The ad was shot by Inez Van Lamsweerde & Vinoodh Matadin. 

The Eau Mega juice, created by IFF’s Olivier Polge and Carlos Benaïm, is a fresh, green and “ultra-faceted” floral scent. It is characterised by green notes of violet leaf, green basil and pear, enhanced with peony, Sambac jasmine and lemon. The dry-down features cedar, cashmere wood, sandalwood and musk. 

The fragrance flacon – known as the “Megamizer” – incorporates a modern twist on a retro design, in the form of an integrated bulbspray in the shape of a golden seal. 

In the past, such a bulb would be screwed to the bottle; in this incarnation it is incorporated into the cap with a special mechanism. A full nine pieces are required in the mould to created such a glass cylinder, which is adorned with a gold-coloured jewel."

See the ad campaign after the jump.