Eau Mega

Viktor & Rolf's new Eau Mega fragrance (omega, get it? and I love it!), as explained by top brass from International Flavors & Fragrances (IFF) at a press conference in the penthouse of the Cooper Square Hotel earlier this week. Naturally, V&R themselves couldn't make it as they're too busy with their spring collection just around the corner.Viktor & Rolf see the Eau Mega girl as a super-heroine, able to "megafy" the world and "transform reality into her own universe of beauty and glamour."The campaign image, Raquel Zimmerman shot by Inez van Lamsweerde and Vinoodh Matadin, is based on an old 80's ad that the duo found online of a woman standing over a city and owning it, but not in that power-80's way.The spritzer is activated by squeezing the big V&R golden seal—or "megamizer," designed by Fabien Baron—while the nozzle is just for show. Apparently that technology took two years to develop.This is taken straight from the press material: "We dreamt of an essence that could express a new feminine freshness. 'Eau' in French has a slightly surreal connotation for those who can read between the lines."The juice itself represents the duality of the V&R brand as a whole, i.e. edgy luxury, a mix of floral-fruity (think violet, basil, pear) and rich-creamy (think sandalwood, cashmere, white musk).Like Flowerbomb, Eau Mega is going to be a major entry in the fragrance market—just as the name suggests—when it launches in October.