Louis Vuitton continues its emotional adventure with Cologne Perfumes, an unprecedented concept illustrating the perfect alliance between the lightness of a citrusy mist and the depth of flowers.

April 14, 2021


On the Beach, the new perfume by Louis Vuitton, recounts the delights of the coastline and the desire for wide open spaces, a blissful long stretch of beach, and the peaceful rush of the ocean. It reconnects with the ambiance of the West Coast – a territory that’s free, passionate and wildly creative – extending the atmosphere of fragrances that have all the spontaneity of Colognes, combined with the sophistication of perfumes.

Created by Jacques Cavallier Belletrud, the Master Perfumer brings together the boundless emotion of a day spent on a sunny beach — the extasy of the sun, the unique surging of the sea and the gentle warmth of sand on skin. The sensations of the shoreline, from the vivacity of inviting waves to the more sensual graze of light.

“Yuzu creates that brilliance. It’s a rare citrus from Japan that I’ve been passionate about for thirty years. It has a complex scent, like a cross between grapefruit, mandarin and orange. It’s a cardinal, lively note that sweeps into an explosion of freshness. Then comes calming neroli, the sun-drenched essence of orange blossom. A delicate and joyful punctuation, mixed with a sandy note made of faceted aromatics. Thyme, rosemary, pink pepper, and cloves are discreet but essential to the landscape because they help create a summer ambiance. A veil of cypress signs the scene, like benevolent, woody shade on a cloudless day,” explains Jacques Cavallier Belletrud.

Louis Vuitton continues its picturesque dialogue with the artist Alex Israel, who previously dressed the perfumes Sun Song, Cactus Garden, Afternoon Swim and California Dream in his emblematic artworks. A painter, sculptor, writer and filmmaker, Alex Israel is a multimedia artist anchored in the modernity of the world around him. His primary inspiration is his hometown, Los Angeles, a city of contrasts and eclectic architecture, where a blend of Hollywood fantasy, technological vanguardism, and old-world European and Hispanic inflections create an extraordinary panorama.


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