Sunday, October 5, 2014



Game, set and match
LACOSTE launches EAU DE LACOSTE L.12.12 Limited Edition

LACOSTE celebrates its tennis heritage and reinvents tradition with a Limited Edition version of the EAU DE LACOSTE L.12.12 Blanc fragrance for men. Inspired by the iconic white L.12.12 polo shirt, EAU DE LACOSTE L.12.12 Blanc is a worldwide bestseller. 

The Limited Edition fragrance builds on the impressive sporting legacy of LACOSTE’s innovative founder, René Lacoste, reinventing the brand heritage to create a truly modern collectible scent with a nod to past.

René Lacoste was a tenacious sportsman, winning numerous accolades and titles throughout his illustrious career, including an Olympic medal and seven Grand Slam championships. 

Passionate about tennis, and firmly believing that the best games are those that are played well, he defined it ‘le beau jeu’ (the beautiful game). 

As well as being known for his tenacity on the tennis court, in 1933 René Lacoste invented the polo shirt. Named L.12.12, L represents LACOSTE, 1 references the first choice of fabric, “petit pique”, 2 represents the short sleeves and 12 is the number of prototypes made before the final product. 

The EAU DE LACOSTE L.12.12 collection of fragrances for men captures the timeless spirit and authenticity of the polo shirt in a fragrance.

The EAU DE LACOSTE L.12.12 Limited Edition flacon mirrors the elegant simplicity and shape of the LACOSTE L.12.12 polo shirt, with a textured piqué panel running down the side of the flacon. 

For this Limited Edition, the packaging draws on LACOSTE’s renowned tennis heritage, with neon yellow accents that are reminiscent of the traditional yellow tennis ball seen throughout the game. 

LACOSTE gives the crocodile a new modern twist by transforming it into neon yellow, putting a flash of colour at the heart of the flacon, with the ‘L.12.12’ text seen across the flacon and the outer pack.

The new Limited Edition contains the original and best-selling EAU DE LACOSTE L.12.12 Blanc scent. 

A woody, floral creation which embodies purity, it opens with a fresh and herbal blend of grapefruit, rosemary, cardamom and cedar leaf. Clean and aromatic, these notes blend with a masculine, floral heart accord containing tuberose, ylang ylang and olibanum. 

Base notes of cedarwood and georgywood merge with fresh notes of vetiver to create a scent that is classic and chic, much like the polo shirt that inspired it.

The polo shirt created a sensation when it first appeared in 1933 and has since been reprised many times since in a variety of colours. 

In the late 1920s René Lacoste designed and made for his personal use a batch of cotton shirts in a light, airy knit that perfectly absorbs perspiration so that players could feel more comfortable on stiflingly hot American tennis courts. 

He had unwittingly invented the polo shirt, a new‐generation garment that, under the Lacoste brand name or copied by others, was going to be manufactured in the billions. 

The polo shirt was an immediate hit with Lacoste’s tennis‐playing friends, who until then had worn blazers and thick, heavy, conventional long‐sleeve dress shirts on the court! The first Lacoste polo shirt was white and slightly shorter than its contemporary counterpart. 

It featured short sleeves, a ribbed‐edge collar and a light, airy "petit piqué jersey" knit fabric. In 1933 Lacoste, seeing that his idea was catching on with his friends, had the idea of teaming up with the great hosier André Gillier to launch industrial production of the polo with the crocodile label. 

That is when he named it L.12.12. A perfectionist, Lacoste was as meticulous in developing his polo shirt as he was competitive while playing on the tennis court. 

He had many prototypes made in close cooperation with the manufacturer André Gillier; the 12th version is the one he finally considered satisfactory. He kept that number in the industrial code name and it remained in the company in honour of its creator.

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