EAU is a conceptual perfume project developed for Lancôme, created entirely from scratch. The project explores an alternative approach to fragrance advertising by removing human figures from the visual narrative, challenging the traditional conventions of the perfume industry.
The proposal focuses on purity, sensoriality and atmosphere, allowing the product and its visual universe to communicate the fragrance without relying on idealised bodies or faces.
Concept — “Be the Moment”
The creative concept is built around the idea of being present. EAU invites the viewer to slow down and notice small, often overlooked moments, using elements of nature as a visual metaphor. The campaign imagery focuses on natural details that require attention and stillness to be appreciated, reinforcing a calm, contemplative approach to the fragrance.
Rather than portraying a person wearing the perfume, the visuals suggest an emotional state, allowing the viewer to project themselves into the moment.
Design & Visual Development
The project includes the full creation of the perfume concept, bottle design and custom typography. The bottle was developed through a design study focused on translating the idea of water into form. Instead of a literal interpretation, the design draws inspiration from natural elements such as shells and organic textures, creating a fluid yet tactile object.
A series of advertising posters were developed using natural imagery, reinforcing the connection between fragrance, nature and presence. EAU proposes a contemporary reinterpretation of luxury perfume branding, centred on concept, design and visual storytelling.
PATRICIA SERRA 