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Lacoste Targets Younger Consumer with New Brand

Lacoste 'Live' has launched its first fragrance.

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By: Marie Redding

Senior Editor, Rodman Media

Lacoste is attemptinbg to attract a younger generation of consumers, and has created a new brand to accomplish this – Lacoste “L!VE,” spelled with an exclamation point in place of the “i”. The brand has launched its first fragrance, and it’s an “energetic cologne with a cool edge,” according to Lacoste. 

The cube-shaped opaque dark blue bottle is a clean, minimalist design. It is decorated with red and white opaque square panels, which lets only the bottle’s outer edges show. The bright red logo pops against the white. The juice contains green leaves, lime, and aquatic notes, along with Guariac wood and dark licorice.

The brand is all in, in its attempt to attract a younger generation – and even hired a street artist Zoar, to apear in its television ad, where he “paints” the bottle. Watch the Lacoste ad HERE. 
 

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