L’Oréal has created a virtual muse for its newly relaunched Prada Candy fragrance line.
Prada claims it is the first brand to use a digital muse as the face of a fragrance. The campaign for the fragrance sees the virtual muse called Candy encounter the physical Prada Candy fragrance.
The campaign is inspired by social-media platform TikTok and includes a series of short films directed by Danish director Nicolas Winding Refn and shot by French photographer Valentin Herfray.
The Prada Candy fragrance first launched in 2011. The relaunched range includes four women’s fragrances: Prada Candy Eau de Parfum, Prada Candy Night Eau de Parfum, Prada Candy Florale Eau de Toilette and Prada Candy Kiss Eau de Parfum.
The Prada Candy bottle is designed by Fabien Baron and is described as a new take on the Italian brand’s signature Saffiano leather. A band of the leather is featured on the top of the bottle in a bright pink while the bottle features the Prada logo in gold lettering.