Jean Paul Gaultier
Le Beau Male
Jean Paul Gaultier,
« Le Beau Male »
How to launch the new Jean Paul Gaultier perfume, “Le Beau Male”, the fresh reinterpretation of the olfactory myth, “Le Male”?
Forever disrupting the perfume world, “Le Male” introduced, 18 years ago, a unique masculine archetype: the sensual sailor and soft hearted rascal. “Le Beau Male” reinterprets this legendary fragrance in a new perfume with a scalding hot freshness. The Jean Paul Gaultier universe is the place where anything can happen, the playground of desire and reversed rules.
“Le Beau Male” is a powerful and addictive freshness, a fragrance of contrasts: the freshness that makes you melt. To give birth to this contrast, we had to dramatize the freshness of the fragrance and the burning desire it provokes. So we were inspired by the 50's pin-up posters depicting a sailor, laying down on a bear hide, completely naked, in the middle of an icy Haussmanian flat. The sailor shows a clear and assumed masculinity, but with a playful twist. A way to express the power of the perfume, but also a way to mark the campaign with the creator's spirit, who never takes himself too seriously.
Photographer: Solve Sundsbo