Etat Libre d’Orange: Archives 69

Round and round we go…

The ad-copy of Archives 69, from the Etat Libre d’Orange website:

She carries her memories like her scent. 
They surround her, they endure, and they speak her name. She is a collector, and among her souvenirs can be found the beauty of beginnings, the ache of endings. In the sanctuary of her heart lie the sacred and the profane, they come together like the notes of her fragrance. She doesn’t linger long at the altar of regret. She lights the candle and burns the incense at the shrine of remembrance and expectation, pleasure and pain, in anticipation of the glorious memories yet to create. And when you know her, you will know the end of innocence. With the song of a siren, she lures with an indecent charm, an almost malevolent delicacy. She sings to the inner animal. She awakens the sleeping lion, she tames the savage beast. She shows the way to wondrous and frightening delights, and we may be surprised by the strength of her seduction.

She is masculine/feminine, succubus and incubus, and she can be dangerous, but only to those who willingly resist the confines of safety. 
We shudder at the urgency of her will, and tremble at our own hungry response. In her insatiable desire to have and to give, she is under and over, she consumes with her life force. She knows when to strike, when to stroke. And as she feasts, we taste every delicious touch, every bite, every flicker of her tongue. She is heaven and hell, the terrible and the beautiful.
She can dance on a grave, awakening the spectre with a blood kiss, and we will join her in this feverish whirl, to the tempo of a tango, until we are one with her, in mind and body. 

And you will carry this memory as you carry this scent.

69 rue des Archives is the address of Etat Libre d’Orange. Archives 69 is the essence of Etat Libre d’Orange. This is a perfume designed to free the senses, to open the heart to all the possibilities. It is an invitation to pleasure, an ode to seduction. It comes without restrictions, rules or regulations. It is yours to do with as you wish.

This is the scent of sensual liberation.

Now this is a sleeping lion and a savage beast 😀

Errr, how about, no? To be absolutely honest, I snorted and tried my best to stifle my laughter when I read this ad-copy while typing away in the library. A succubus/incubus who seduces and licks you, who “awakens the [your] sleeping lion” and “tames the [your] savage beast”? Even with my propensity for the absurd, this description of Archives 69 really takes the prize for most over-the-top, most irrelevant description of the perfume.

Lest you believe that I dislike the fragrance, allow me to state upfront my take on the fragrance itself: it’s intellectually-stimulating (definitely not stimulating in the way they describe) and generally wearable. I’d even consider it to be an edgy fragrance. The challenge now is coming up with ad-copy that better fits the fragrance. But before we dive into that, what does Archives 69 smell like?

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Etat Libre d’Orange Series

Etat Libre d’Orange came on the fragrance scene (and made quite a scene in the process) in 2006, trumpeting: “Le parfum est mort, vive le parfum!” (“Perfume is dead, long live perfume!”). They quickly made a name for themselves with their provocatively-named fragrances and their accompanying images designed to stir controversy and arouse senses other than the nose. To top it all off, their fragrances came with ad-copy that, well, bordered on badly-written erotica (is there even well-written erotica?) that I personally find laughingly ridiculous.

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