Lacoste is expanding its fragrance portfolio with the launch of Lacoste Original Aqua, a new Eau de Parfum that introduces a fresher, aquatic dimension to the brand’s fragrance line. The launch is accompanied by a new global campaign created by MAISON BETC PARIS, continuing the visual and narrative direction established for the Original franchise in 2024.
At the center of the launch is a film directed by Thibault Della Gaspera, which unfolds in an open, luminous setting facing the horizon. Rather than focusing on the product itself, the campaign builds a visual narrative around movement, gesture and atmosphere – elements that have become characteristic of the Original fragrance platform.
In keeping with this approach, the bottle is not treated as the hero object. Instead, it acts as a narrative trigger that invites the characters into a sequence of playful and slightly surreal moments. Ordinary situations subtly transform into unexpected scenes, with gestures evolving into choreography and quiet moments expanding into visually expressive sequences.
The film adopts a distinctly cinematic tone, shifting between restraint and intensity while maintaining an overall sense of effortless elegance. The storytelling relies more on body language and visual rhythm than on dialogue, reflecting a brand identity that balances sophistication with a light, self-assured attitude.
Music plays an important role in shaping the film’s tone. The soundtrack, “Le cœur au bout des doigts” performed by Jacqueline Taïeb, introduces a retro-chic atmosphere that reinforces the campaign’s playful French sensibility.
With Lacoste Original Aqua, Interparfums and MAISON BETC PARIS continue to build on a creative platform that deliberately plays with the conventions of fragrance advertising. Instead of relying on traditional luxury tropes, the campaign leans into a more fluid and sensory storytelling style where freshness is conveyed through movement, mood and visual composition.
The global campaign launched on March 7, 2026, and will run across television and print markets worldwide.
