Louis Vuitton’s On The Beach marks the fifth and latest fragrance from the maison. The new cologne joins the line-up of previously released editions — California Dream, Afternoon Swim, Cactus Garden, and Sun Song.

On The Beach completes the radiant collection of scents released by Louis Vuitton. It also celebrates the luxury brand’s successful journey into the world of colognes.

louis vuitton on the beach
The Louis Vuitton On The Beach perfume is made by Jacques Cavallier Belletrud, with its bottle designed by Alex Israel

Ocean Escape

The Louis Vuitton On The Beach reconnects with the ambiance of the West Coast – a territory that’s free, passionate and wildly creative – extending the atmosphere of fragrances that have all the spontaneity of colognes, combined with the sophistication of perfumes. It encapsulates the exhilaration of a beautiful day, when the landscape is transformed by mist radiating in dazzling azure, and the ocean’s metronomic lapping lulls one into a summer trance.

On the Beach, the latest creation by Jacques Cavallier Belletrud is an olfactory bedazzlement. Here, the Master Perfumer brings together the boundless emotion of a day spent on a sunny beach — the ecstasy of the sun, the unique surging of the sea and the gentle warmth of sand on skin. The sensations of the shoreline, from the vivacity of inviting waves to the more sensual graze of light. “It opens with brightness and becomes a caress,” explains Jacques Cavallier Belletrud.

“Yuzu creates that brilliance. It is a citrus from Japan that I have been passionate about for 30 years. It has a complex scent, like a cross between grapefruit, mandarin, and orange. It is a cardinal, lively note that sweeps into an explosion of freshness. Then comes calming neroli, the sun-drenched essence of orange blossom.

A delicate and joyful punctuation, mixed with a sandy note made of faceted aromatics. Thyme, rosemary, pink pepper, and cloves are discreet but essential to the landscape because they help create a summer ambiance. A veil of cypress signs the scene, like benevolent, woody shade on a cloudless day,” he explains.

louis vuitton on the beach
A closer look at the design and packaging.

Dressed To Impress

When it comes to the packaging, Louis Vuitton continues to work with artist Alex Israel, who previously dressed the perfumes Sun Song, Cactus Garden, Afternoon Swim and California Dream in his emblematic artworks.

A painter, sculptor, writer and filmmaker, Israel is a multimedia artist anchored in the modernity of the world around him. His primary inspiration is his hometown Los Angeles, a city of contrasts and eclectic architecture, where a blend of Hollywood fantasy, technological vanguardism, and old-world European and Hispanic inflections create an extraordinary panorama. All of which inspired him to come up with the beach-like design and vibe.

To remain as close as possible to the illusory changes in colour that the artist loves, an unprecedented process gives each bottle a unique colour gradient. The new fragrance On the Beach embraces all the phantasmagoria of the City of Angels.

On top of that, Israel will be designing a new fragrance trunk, travel case and surfboard which will be released to support the launch of the perfume.

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