ZERO Comme des Garçons parfums*
Brand narrative · Copywriting · Fragrance Launch
Introduction / Overview
For the launch of ZERO by Comme des Garçons Parfums, we developed the narrative and copywriting around the fragrance, translating its concept of radical simplicity into a verbal language spanning the manifesto, formula, bottle and product story.
Working within Comme des Garçons’ distinctive voice, the narrative explored reduction as both an aesthetic and an attitude: fewer ingredients, a shorter formula, reduced packaging and a conscious approach to resources.
ZERO became both fragrance and statement; an exploration of what remains when everything is reduced to its essential form.
Selected Excerpt / Manifesto
Zero, a radical expression of simplicity. A reset. The origin of a new perspective: the antithesis of excess.
The minimalistic approach reaches every aspect: from its ingredients to the packaging. Fewer ingredients have been used. A shorter formula meticulously assembled. At once in line with the Comme des Garçons fragrance philosophy and the preservation of resources.
A statement of intent explored through the shape of perfume. A conscious celebration of our connection to the earth, demonstrated through action. A fundamental step.
Selected Excerpt / The Formula
Fewer ingredients: a shorter formula, meticulously assembled.
Rich, natural cedar wood – hand-harvested and extracted using hydroelectric power – enlivened by a fresh breeze of Bergamot. The raw seduction of musk and equitably-sourced Haitian vetiver patchworked against illusory beauty: an overdose of synthetic rose, a varnish accord.
95% of ingredients are of a natural origin. Avoiding any ingredients that are suspected to have a negative impact on human and environmental wellbeing, such as synthetic colorants, UV filters, phthalates, palm oil, palm oil derived or BHT.
Find the full project: https://comme-des-garcons-parfum.com/pages/zero
Deliverables / Scope of work
Brand narrative
Manifesto
Product storytelling
Bottle narrative
Formula narrative
Launch copywriting