Lucy Boynton Talks Being the Face of Chloé Perfumes
The British-American actress reflects the spirit of Chloé in a new fragrance campaign.
"Elegant, fun, and romantic." That's how Lucy Boynton describes Chloé's new Eau de Toilette, the Rose Tangerine. The fragrance brings a sunny, unexpected atmosphere and brings the romanticism and freshness of the rose in perfect harmony with the lively touch of the tangerine. Named the face of the brand's perfumes, the actress reveals to L'OFFICIEL that she feels incredibly lucky for that.
Lucy Boynton: What does the Chloé brand represent to you?
L'OFFICIEL: For me, Chloé has always meant the epitome of cool, something beautifully discreet and effortless, so this is inviting. It's not trying to be exclusive, it's about feeling the best version of yourself, making it yours. There are no rules for the Chloé style.
LB: What do you like most about Chloé's universe?
L'O: The people who create and occupy the Chloé universe. It is a team of incredibly kind, conscientious, fun, and passionate people.
LB: How do you describe the girl Chloé?
L'O: Completely herself.
LB: Why did you agree to become the new face of Chloé's exclusive fragrances?
L'O: I've always been a fan of Chloé, and I love what the brand is doing, so it was a total honor to be called and the answer was obvious. So, when I read more about the company, its origins, Gaby Aghion herself, and everything she wanted the brand to represent and how they supported it, I felt like it was a really beautiful thing to be a part of.
LB: How did you feel about being the new face of the Chloé Signature fragrance?
L'O: Incredibly, incredibly lucky.
LB: What does perfume evoke in you - makes you think about?
L'O: To me, it looks very feminine and elegant, but fun and fresh.
LB: What do you like about the new Chloé Eau de Toilette?
L'O: Along with the delicious scent, I really love the romantically classic design of the bottle.
LB: How would you define the new Chloé Eau de Toilette in three words?
L'O: Elegant, fun, and romantic.
LB: Are you the “just one kind of perfume” type of girl? Or do you choose it depending on the mood?
L'O: I like to stick with one. In a way, it kind of becomes part of one's identity. I love it when someone wears the same perfume and every time you feel it, you think about it. Fragrances can be very evocative when they are aligned with someone or something familiar.
LB: What is your relationship with fragrances? How do you like to use them?
L'O: I use them to feel more aligned and elegant. I love that each perfume exhales a slightly different smell in each person, so I find something very personal and even a little secret about it.
LB: What is your favorite aroma?
L'O: Something floral, just deep. So it has a clean and light but adult smell.
LB: What memory comes to mind when you smell the new Chloé Eau de Toilette?
L'O: I used it during the campaign photoshoot, so I love the fact that it brings me back to that moment.
LB: How was the campaign? What was it like working with Guillaume and Jonathan Alric?
L'O: I am very grateful to have had so much of this experience led by Jonathan and Karim. Their different energies really lent themselves to the different parts of the shoot. I was a little nervous to get into this, as I had never done anything like this before and they just made the whole thing a fun adventure. I think you can definitely see how much I liked the videos.
LB: As an actress, how different is it to shoot a fragrance campaign instead of being on the set of a movie?
L'O: It was actually quite different from being on the set of a movie, more than I could have imagined. I found it more technical in terms of the specificity of the shots and what they are doing, so I was constantly watching and absorbing.
LB: Could you tell us an anecdote about shooting? Do you have any memories of the session that you would like to share?
L'O: My favorite parts were working with other women featured in the campaign, Kesewa, Frances, and Ines, who are all artists from different backgrounds. There was a scene around a beautiful outdoor table where we just played music and filmed us sitting around, telling stories and I'm sure the moment they used in the campaign was the particularly hilarious reaction of the story that Kesewa told and that still brings a smile to my face.
LB: What was the idea behind the campaign? What aspect of Chloé Girl is presented?
L'O: I think it was about feeling free and comfortable about yourself, and about the liberating energy that comes from that and not taking yourself so seriously. I think this is how the Chloé girl is always represented.
