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Brief Published: 2 Sep 2011

Lacoste’s Artistic Fragrance Launch


French sportswear brand Lacoste will unveil a trio of new male fragrances, Eau De Lacoste L.12.12, on September 19, with a futuristic art exhibition at New York’s Grand Central Station.

The exhibition, titled LA Machine L.12.12, will be unveiled with an opening ceremony on the fragrance launch date. The event has been shrouded in secrecy – a Matrix-style video preview on the brand's Facebook page is the only clue as to what attendees can expect.

The fragrance collection consists of three scents for men, available in Blanc, Bleu and Vert, with each bottle featuring the brand’s trademark embroidered crocodile logo. Founded in 1933 by French tennis champion Rene Lacoste, the brand has become known for its signature polo shirts and has expanded into accessories, including eyewear, shoes, watches, fragrances and handbags.

Lacoste is currently running a competition via its Facebook page for a winner to travel to New York for the event.