The advertising campaign for the new men's fragrance Lacoste L.12.12 Bleu Eau de Parfum builds on the brand's long-standing philosophy, "Life is a Beautiful Sport." It combines the brand's sporting heritage with urban elegance and modern youth culture.
The campaign was photographed by Nicolas Valois, featuring the internationally successful male model Francesco Cicerchia.
The campaign was conceived by the Paris-based luxury agency Publicis Luxe. Julien Baré, Cécile Chapellier, and Olivia de Laage were responsible on behalf of the agency. The project was overseen on the brand side by Claire Bourut (Marketing Director), Jessica Bokobza (Project Manager), and Karole Stanislas (Executive Creative Director).
Since January 1, 2024, the worldwide exclusive license for all Lacoste perfumes has been held by the luxury fragrance manufacturer Interparfums SA, a leading global player in the development, production, and distribution of prestige perfumes and cosmetics. The company was founded in 1982 by Philippe Benacin and Jean Madar.
Photographer Nicolas Valois is represented by the agency LGA MGMT, Paris - London - NYC.
