September 10, 2011

KOKORICO – splendid cologne launch on flamenco rhythms

Kokorico – Hats off for a splendid cologne launch on flamenco rhythms.
July 2011, Paris – Haute couture fashion season
Right after the Jean Paul Gaultier couture show, all crème de la crème of the international fashion world took their trendy outfits and headed for the Gaîté Lyrique, a former Parisian theatre, which hosted the launch of the new perfume pour homme dubbed Kokoriko.

On the red shelves of the Gaîté Lyrique there were lying hundreds of Kokorico small bottles. In the background, huge screens were running for minutes on end the advertising video for the new fragrance, but the dilated pupils watching it were not men’s, but of the representatives of the fair sex.

Guilty as charged for such scene was none other than the Basque model, Jon Kortajarena, who is the face of JPG’s perfume. Born in Bilbao, not older than 26, Kortajarena is the masculine sensation of the day, which Forbes ranks in its World’s 10 Most Successful Male Models. Designers simply queue up to have him in their shows and the adds for nearly all top fashion brands are heavily pouring out and melt into smashing successes.

I name only a few of the prestigious advertising campaigns he starred in: Just Cavalli, Versace, Giorgio Armani, Bally, Etro, Trussardi, Lagerfeld, Guess and list would go on until my hand would turn numb from overwriting. Tom Ford put him in his movie, “A single man”. And if you haven’t seen it yet, you can still admire Jon in the H&M campaign printouts or on the Internet, in the launching video for Kokorico, where he bends his neck and arms in sensual flamenco movements.

I cannot tell why, but I have always felt that any human being having at least one drop of Spanish blood flowing down their veins knows to dance flamenco, as though it were some kind of “national-moral” duty. Well, Janina, think again!

Despite his Latin origins and my stereotype deeply rooted into my subconscious, Jon confessed to me that he had had no notion of flamenco dancing whatsoever. More often than not he would lose his temper as he failed to do well the abrupt waving movements typical of the Andalusian dance. The steps I saw in the video, suggesting that dance might be a matter of genetic legacy with him, had been carefully guided by a genuine choreographer of his native land, Blanca Li. More than that, Jon totally deconstructed my (not even empirical) theory, claiming that if both of us had been taught to dance flamenco at the same time, the odds for me to get the beat in real time (and not in years, as I would have thought) would have been at least even to his. Sounds so encouraging when Jon puts it that way. Still, lets not get drunk with sparkling water.

Gaultier made brief remarks about the Kokorico fragrance, the traditional by now sculpture of the recipient and the jolly calligraphy of his logo, colored in passion red against a black glass setting. The entire construct attempted to symbolize the virility of a man denuded of any complexes. That’s how the Gaultier man looks like or rather how he would look like if he were to wear the perfume. To get this effect, full use of the cocoa bean has been made as it is a strong aphrodisiac fit to stress in olfactory sense the sexuality of the man to choose Kokorico.

I know JPG to be an innate perfectionist and it didn’t come as a surprise to me to find out that he had gathered around him a team of real “alchemists” for the job: Olivier Cresp and Annick Menardo (the perfumers of Firmenich – a Swiss manufacture of famous fragrances for Gucci, Marc Jacobs, Dolce&GAbbana, Armani, Carolina Herrera a.o.).
Their job – trying to beget the magic potion to make a man attract any woman he wants.

That is why, perhaps, Kortajarena’s dance was meant to be a “mating dance”, portraying in a mythical black-and-white movie, a Don Juan exhibitionist in moves and looks, however, quite subtle in sending out animal signals full of suggestive sexual content.

Now, if the fragrance pledging irresistibility works or not, you tell me!
The perfume was already released, beginning with September 2011.

I have been offered a bottle, but, to make the mystery even more mysterious, I’ll let you discover it yourselves. I just secretly hope that by the next haute couture season, Gaultier’s alchemists will have discovered the magic formula for women as well.

With Jon Kortajarena – the touristic brand of the Basque Provinces. Why do I say that? Because after seeing him, all my girlfriends already booked their tickets to spend the winter vacation in the region.


The entrance was guarded by attractive flamenco dancers in a soldier-like playing of drums, while the lobby was taken by other dancers, wearing fetishist cleaning lady uniforms, who were “dusting” the guests with a whiskbroom, getting them ready for a Kokorico “perfume bathe”. The ritual over, we stepped in precisely when a pipe-like recipient was lifted to reveal a gigantic black bottle in the shape of a male head – when facing it – and a masculine torso, Gaultier’s well-known autograph, from a side.

The design of the bottle was no other than spectacular, as expected, Jean Paul Gaultier being famous for the architecture of his perfume bottles. Kokorico is in the shape of a male head – when facing it – and a masculine torso, Gaultier’s well-known autograph, from a side.
There are no more than 3 or 4 perfume bottles in the world that may be told apart from a distance and one of them is Gaultier’s, having the structure of a female/male body.

Jean Paul Gaultier – the brilliant mind of the concept

The “mating dance” on the screen starring Jon Kortajarena