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Thursday August 12, 2004

Designed to provoke

By PATSY KAM

What's fruity, floral and full of feminine passion? PATSY KAM sniffs the latest fragrance wafting through the red door. 

YOU know the song Something by the Beatles where it goes “Something in the way she moves”? Well, in the commercial for Elizabeth Arden’s Provocative Woman, that line aptly sums up the whole concept of the advertising campaign.  

In the advertisement, Catherine Zeta-Jones, who is the muse for the fragrance, sashays her way through the streets of Rome.  

The men who happen to lay eyes on her are mesmerised by her beauty and they all melt into puddles of water. Literally. But of course, this is Zeta-Jones, who has been made up to look even more vampish and alluring than her usual gorgeous self.  

The imaginative print and television advertising campaign is the work of advertising agency Goodby, Silverstein & Partners who are banking on the message that practical and rational men can “melt” when looking at a beautiful woman. Hence, the tagline for Provocative: “Make men melt.”  

The fragrance is a celebration of the side of every woman that is daring, dynamic, sensual and fun. 

It’s all about the side of a woman that understands the power women have over men. 

Provocative offers an intense fusion of Oriental ingredients. 

Inciting the senses is chilled quince, combined with water lotus and ginger lily.  

Quince is a fruit often regarded as a symbol of love and happiness by the ancient Greeks.  

Lotus is said to calm the mind and improve concentration while the ginger lily gives a fascinating twist to the scent.  

The medley of midnight orchid, blended papaya blossom and the sweetness of pink freesia form the core of the scent while the subtlety of white sand mingling with the warmth of red amber and Hinoki wood provide a “fusion of desire”, so describes the press release. 

Behind the creation of Provocative are perfumers Jean-Marc Chaillan and Loc Dong from the highly acclaimed International Flavors & Fragrances Inc, New York, together with the expertise of renowned fragrance consultant Anne Gottlieb.  

To Chaillan, perfumery is a combination of art and science, and understanding cultures and markets is an important part of the perfumer’s work.  

Dong gets his inspiration for his perfume from all over the world, and his life in Asia, Europe and the United States has given him rich, cultural references to draw from.  

Gotlieb is the creative source behind some of the best-selling perfumes in the market including Elizabeth Arden’s Fifth Avenue.  

The bottle is inspired by the curve of a woman’s back, featuring a dramatic sweeping arch and an aubergine highlight.  

The eau de parfum comes in three sizes, and there is a complementing fragrant body lotion, bath and shower gel, deodorant spray, and cream deodorant as well. Available at Elizabeth Arden counters, prices start from RM33 for the cream deodorant to RM202 for the eau de parfum spray.


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