Developed in partnership with Firmenich, the new fragrance was launched on the occasion of a seminar in Manilla, where Informa Exhibitions and UBM, supported by the Chamber of Cosmetics Industry of the Philippines, Inc., presented the next edition of Philbeauty, the Philippines International Beauty Show, which will take place from the 4th to the 6th of June 2019.
During the seminar, held on the 19th of November 2018, Centdegrés strongly highlighted the potential of the Philippines’ beauty market, including the fragrance category. Together with Firmenich, the global design agency seized this opportunity to reimagine the classic cologne with a Filipino twist and a modern take.
With the launch of Laguna, the New Age Cologne, Centdegrés highlighted the importance of local culture in building a brand identity. “Incorporating local cultural codes in branding is crucial for any brands to succeed locally and globally”, said Matthieu Rochette-Schneider, Centdegrés Greater China & South East Asia General Manager.
The design agency sees fragrance as a powerful tool to express one’s identity. Laguna embodies Centdegrés’s vision for Philippines beauty industry: “a bright and powerful future, relying on its rich and diversified culture.”
Made with local ingredients inspired by the beauty of the Philippines, reflecting both the tranquillity of beaches and the dynamic urban life, Laguna, the New Age Cologne is “a vivid and delicate fragrance”.
Philbeauty - Philippines International Beauty Show
SMX Convention Centre, Pasay City, Philippines
04 - 06 June 2019