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The new Womanity fragrance from Thierry Mugler

May '10
March 8, 2010 marked the international launch of womanity.com by Thierry Mugler. The interactive and participatory site, the only one of its kind, was inspired by the idea of feminine identity, and dedicated to all the world's femininities. Womanish online is a natural expression of the brand's universality and its capacity to bring people together, be it through the launch of Angel or simply through the natural complicity that links all women. Womanity.com is a platform for creative expression, and has welcomed over 1 million visitors since its launch. Creative contributions from 3,770 individuals have brought further depth and richness to the site and the brand is already celebrating the success of this innovative experiment.

Womanity.com: helping ideas take wing...
In launching the Womanity concept, Thierry Mugler expresses the contemporary idea of life in network, of a new form of humanity in action and interaction, of women in all their rich diversity and variety, and of women's energy and the creative force within them.

Womanity's express goal is to further draw in fans in developing this new brand, using the principle of crowdsourcing to give them a voice through the womanity.com site. The Womanity concept will evolve and be enriched through new ideas and launches, initiated either by the brand or through UGC (user-generated content).

"Womanity is both a social content platform and a source of inspiration for designing new products. Sharing in what women feel and in their understanding of what femininity means is an immense opportunity and a privileged source of information for a luxury brand like Thierry Mugler. It will allow us to develop projects and products that may be inspired in part by the site's content, using an approach through which designer's creativity nurtures and magnifies the creativity of the site's users: the Womanity brand will be the keystone of an authentic dialogue between our designer and his fans", explains Joël Palix, President of Thierry Mugler.

The Womanity fragrance, a new expression of the Womanity brand
"Womanity is a perfume conceived as a link, a positive energy flowing through all types of femininity." Thierry Mugler
In the continued exploration of Womanity, Thierry Mugler has chosen to express his uncommon creativity through a fragrance - one of his most celebrated areas of expertise. Following the launch of womanity.com, Thierry Mugler produced an auteur film, Is She You, for Womanity, which will be released on womanity.com on May 8. Now, Thierry Mugler offers a new expression of Womanity to the site's users and to all women: Womanity the fragrance.

Womanity: a finely hewn fragrance, whose facets reflect the infinite expressions of womankind

Womanity represents a challenge and a technological breakthrough:

• The challenge: For the first time ever, Thierry Mugler includes a sweet and savory note, an alchemy obtained by pairing figand caviar.

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Pic: Ritu Manoj Jethani / Shutterstock.com

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