Viktor&Rolf, part of the L’Oréal Luxe fragrance portfolio, is celebrating the 10th anniversary of its Flowerbomb perfume for women.
The striking visual stars 25-year-old model Andreea Diaconu, who poses as a “floral goddess”, nude yet concealed by the brand’s trademark black ribbon and wax seal. An arrangement of bright and pastel pink flowers adorn her hair, while she holds a bottle of the brand’s first feminine fragrance. The image was shot by photographers Inez van Lamsweerde and Vinoodh Matadon.
The roll-out of the campaign will begin globally in July, although Founders Viktor Horsting and Rolf Snoeren explained that at first they were reluctant to consider a new visual for the iconic scent.
“It is such an icon that it seemed untouchable. Until we realised that a new image could also underline this iconic status, emphasise it. So we imagined an image that would be an evolution of the idea of Flowerbomb: a mysterious, slightly surreal, strong and vibrant woman, who has the power to transform anything into something positive and beautiful. The surreal bouquet of flowers on her head is a metaphor for positive thinking."
Nathalie Durán, International General Manager Designer Brands Fragrances at L'Oréal, added: “The Flowerbomb image is a powerful, evolving archetype that illustrates this signature scent and the power of the flowers within. We wanted to convey a renewed sense of spirit and excitement around the fragrance that will continue to lead and inform the modern visual direction of Flowerbomb at all touch points including a focus on refreshed visual merchandising."