Jul 19, 2018 | By Marie Bourgat
Experience Lifestyle & Interiors on WGSN.
Jun 29, 2010
A new time, a new era, a new femininity has emerged. Thierry Mugler has named it Womanity – a made-up word inspired by femininity, humanity and the city.
“Womanity is the invisible link that binds people together.” – Thierry Mugler
Five years after the launch of Alien, the Womanity fragrance has launched, the first to use molecular distillation – a technological breakthrough that allowed Mugler to more precisely reconstruct the aromatic body of any given material. Packaged with an art deco top, the ring represents unity and the chain stands for solidarity among women.
Perhaps more interesting is the innovative route Mugler took to launch the fragrance. Womanity.com was introduced in March 2010 – an interactive community for women based on his belief that the more women connect, the more creativity there is. Available in six languages, Womanity.com is a compilation of words, images and video submitted via facebook, twitter and flickr with over 6000 contributions and 1.2 million unique visitors to date. The site is currently asking women to imagine the future of Womanity in the form of a competition. What is it that women want most? – is it a new product, a community, a book, a film? The winner gets to fly to Paris and work with Mugler himself to bring the idea to life.
Limited editions of the 10 ml fragrance – a sweet/savory blend of fig and caviar with the elegance of fig wood – are now available at Thierrymugler.com and will launch at Bloomingdale’s in August. The eau de parfum spray starts at $58 for 1 fl. oz.
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