New Launch: Jean Paul Gaultier Le Beau Male

Eighteen years ago, Jean Paul Gaultier's fragrance, Le Male, first appeared on the scene, introducing the world to a new male archetype, the sensual sailor with a soft heart. This month they are launching Le Beau Male, a fragrance that is so fresh and cold that it is hot and sensual.

Francis Kurkdjian, the perfumer who designed the original Le Male, was also made responsible for developing the new fragrance, reinterpreting the original and adding this element of freshness.

“I really wanted to reclaim ownership of the formula. With hindsight, some things were obvious. Preserving the original structure and unfolding of accords while stretching the note to the maximum...The redefinition of lavender that characterises “Le Male” remains, but the oriental facet has been toned down in Le Beau Male to make room for skin-caressing sensuality. As if the skin were exuding the fragrance.” - Francis Kurkdjian

Notes of mint, mugwort and lavender give this fragrance its intense freshness, supported by Orange Blossom and clary sage for a burst of energy and musky base notes to create a sense of volume.

The packaging plays with concepts of condensation, steam and frost. The outer metal can is ice blue in colour with the fragrance name handwritten on a steamy surface and the frosty, torso shaped bottle inside.

The ad campaign was shot by Solve Sundsbo, who regularly contributes for magazines like Harper's Bazaar, The New York Times Style Magazine, and Dazed&Confused. He is known for playing with shadow and light to magnify the erotic elements of the body. Have a look behind the scenes to see him in action.

The campaign shows model Kaylan Falgoust on a block of ice, his warm body melting his surroundings and the cold air condensing on his skin. The imagery draws on the 1950's pin-up poster, with the polar bear rug, the seductive pose and the striped T hanging over his shoulder. They wanted to create a homme fatal, reversing the traditional gender roles. Like Jean Paul Gaultier once said, “I like reversing roles, breaking the established codes that no longer have any meaning today.” 

 

The fragrance will start going into stores today. It will be available in a 75ml and 125ml, a shower gel and deoderant stick. Look for it in Edgars, Red Square, Truworths, Foschini, Woolworths, Stuttafords and selected pharmacies.