Jean Paul Gaultier has chosen supermodel Agyness Deyn as the face for Ma Dame, his new fragrance which is described as a fresh floral scent that is electric & sensual. Ma Dame was developed by perfumer Francis Kurkdjian with notes of rose, grenadine, musk, sour orange and cedar.
"There is a great deal of strength and a great deal of softness in the fragrance," Kurkdjian says of Ma Dame, "The same could be said of girls today."
In the new commercial that plays on the theme of the modern-day "garçonne", or the rock-inspired tomboy, Deyn takes to a pair of scissors and cuts away at her hair (wig, actually) and clothes in a punky attitude that screams, "I do what I want."
Gaultier describes Ma Dame as the daughter in his collection of perfumes, "She is energetic, modern, and young in attitude, and that concludes the family." The family includes Classique as the mother, Le Male as the father, the son is Fleur du Male, and Fragile is "sort of like the aunt." He goes on to say, "Ma Dam is my type of woman—at the same time fragile and strong, like a tomboy that is a little androgynous in attitude so, you know, she can cut her hair if she wants."
Jean Paul Gaultier Ma Dame will launch in the US on September 1st, and will be exclusive to Macy’s through November, while it gets an earlier August launch in the UK. Ma Dame will be available in 30, 50 and 100 ml Eau de Toilette and in matching body products.
Androgynous Perfume Models
Agyness Deyn for Jean Paul Gaultier's Ma Dame Perfume
Trend Themes
1. Androgynous Perfume Models - Opportunity for fragrance brands to showcase gender-neutral advertising campaigns and appeal to a broader audience.
2. Tomboy Fashion - Potential for clothing and accessory brands to create and market tomboy-inspired collections that cater to individuals seeking a gender-neutral aesthetic.
3. Fragrance Line Extension - Possibility for perfume brands to expand their product offerings by introducing new scents that complement existing collections, appealing to diverse consumer preferences.
Industry Implications
1. Perfume - Disruptive innovation opportunity for perfume companies to challenge traditional gender stereotypes in their marketing campaigns and offer gender-neutral fragrances.
2. Fashion - Innovative chance for fashion brands to design and promote clothing lines that embrace androgynous styles, attracting customers looking for gender-inclusive fashion options.
3. Cosmetics - Potential for cosmetic brands to develop and market products that cater to the growing demand for gender-neutral beauty and grooming products, appealing to a diverse consumer base.