“Emma Watson was for us the best embodiment of the Prada woman, being an actor, an activist and also an artist,” he said. Prada Paradoxe was created with sustainability in mind, including three sustainably sourced ingredients, such as Moroccan neroli oil, and refill programs.Īndrea said for the muse and ambassador of Prada Paradoxe, it was important to identify someone who channels multidimensionality. It has dominant notes of neroli and jasmine, with a white flower bouquet and an Ambrofix and Serenolide accord.Īmong the innovations used for the fragrance, there’s a novel technique that extracts the neroli bud prior to its opening. He described Prada Paradoxe as redefining intense feminine sensuality with olfactive contrasts. “The idea with them was to reconcile timelessness and avant-garde on one side, and nature and innovation on the other,” said Andrea. Givaudan master perfumers Nadège Le Garlantezec, Shyamala Maisondieu and Antoine Maisondieu created the scent. “It was really important to find a design that would perfectly express the brand DNA,” said Andrea, who also highlighted that there’s a touch of eccentricity, since the flacon never sits upright. The bottle is shaped as a triangle with rounded angles, a reinterpretation of the iconic Prada logo. “It’s an augmented anagram of Prada also,” he said. Thus the name Paradoxe - French for paradox. “What we also wanted to do is to celebrate the multidimensionality of women,” he continued, saying Paradoxe is for a woman who is never the same, yet always uncompromisingly herself. “Our vision and ambition for Prada beauty is really to build a global beauty brand, to be among the top players of the selective beauty market,” he explained.Īndrea added it is key for Prada Beauty to embrace today’s new vision of luxury “that we feel is more essential, meaningful, is driven by tech but always at the service of progress.” She and L’Oréal executives kept the contents of the campaign under wraps for the scent, which is due to hit counters starting Monday.īut Yann Andrea, international general manager of Prada Beauty at L’Oréal Luxe, talked strategy. It’s about the relationship that a woman has with herself.” It’s not about achieving beauty, it’s actually much more intimate and personal. It’s much more sensorial and emotional and memory-based. Watson considers fragrance to be “a blueprint of a person, of a soul. I think it’s obvious just by the name of the fragrance, Prada Paradoxe: For them to have taken a profound philosophical concept and make it the name of a fragrance is huge.” She’s always been known for femininity that challenges conventions, a kind of femininity that doesn’t shy away from its femaleness, but that also challenges stereotypes. Watson said Miuccia Prada “has historically explored the space beyond traditional models and archetypes of conceived beauty and what is considered beautiful.
“To be partnered with a company like Prada and L’Oréal, the scope and the scale of what you can achieve is so exciting.” “I felt that way about Prada Paradoxe and combined with the sustainability aspect, it set my imagination alight with possibilities,” she said.
Watson explained that as a director for Prada, she wanted to find material that wouldn’t bore her, which she felt good about living inside of and exploring daily, intensively. “I don’t think I thought it was a possibility,” she said. Watson believes she has wanted to direct since she was seven years old. I instantly felt that I have always been a paradox. That’s what I feel when I read the story of why Prada Paradoxe had been created. I really wanted to be part of something that gives women more strength, freedom, power and self-confidence. “I’m really curious, I try to be a free-thinker as much as one can be, given the constraints of the society and the system we live in,” she said.
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