MCM introduces a refill for the Eau de Parfum fragrance. The fragrance and advertising campaign reflect the brand's concept of travel. It's a journey beyond, inspired by perfumery ingredients. In the new energetic floral-woody scent, bright raspberry and hand-picked jasmine are complemented by pure woody notes and Ambroxan (Ambrox® Super). In the advertising campaign 'Journey Beyond Reality,' the virtual and real worlds blend smoothly in the metaverse, where emotions meet the elements.
"Emotions are the epicenter of travel and destinations. Creating a fragrance for MCM, a brand with a strong heritage linked to travel, we wanted to emphasize our concept of movement, to convey the very essence of discovery - from emotions to fragrance. Our clients are not limited by rules, gender, borders, or location. Travel is their creative expression. The MCM fragrance accompanies them on their journey through imaginary real and virtual realms." Dirk Schoenberger, MCM's global creative director.
The advertising campaign combines luxury and street style, heritage and modernity, individual and collective. These contrasts are also present in the fragrance itself. Its creators are a group of bright young talents. Perfumer Clément Gavarry notes that his source of inspiration was the "tribe of fearless and free-thinking" young people. He sought to find a "sustainable combination of classic and modern elements, creating an atmosphere of unrestrained optimism and powerful interconnection".