Lacoste Launches Original Aqua With New Campaign by MAISON BETC Paris

Mar. 09, 2026

With LACOSTE ORIGINAL AQUA, the House explores a new olfactory horizon: a fresh and intense composition enhanced by an aquatic facet. True to the brand's DNA, this new Eau de Parfum embodies the elegance in motion and self-assured freedom characteristic of the collection's fragrances... with added sensuality.

A new impetus for the franchise

For the launch of Lacoste Original Aqua, the brand continues to draw inspiration from the creative territory established in 2024.

Once again conceived by MAISON BETC PARIS and this time brought to life by director Thibault Della Gaspera, the campaign is set in an open, luminous setting facing the horizon. More than a place, it is a state of mind: a suspended moment where time seems to stand still. The narrative progresses in touches, guided by the gaze, the body, and movement. As with every fragrance in the Original franchise, the bottle is not shown as an object, but as a trigger; an invitation to movement, escape, and play.

The film adopts a resolutely cinematic style, alternating between softness and intensity, restraint and rupture. A seemingly simple situation subtly shifts toward the unexpected, introducing an almost playful lightness that is the signature of the franchise. Gestures become choreography, falls become flights, intimate moments become spectacular scenes.

The look remains authentic, natural, never overdone. An effortless elegance runs through the film, carried by a discreet complicity and a slightly mischievous tone. The soundtrack, "Le cœur au bout des doigts", performed by Jacqueline Taïeb with retro-chic accents, accompanies this shift with a touch of quirkiness and irony, reinforcing a confident, contemporary, and free French identity.

With Lacoste Original Aqua, Interparfums and MAISON BETC have created a new campaign that continues to play with the codes of perfume advertising in order to better subvert them: a sensory and luminous proposition, where freshness is expressed as much in the image as in the attitude.

The campaign will be visible from March 7, 2026, on TV and in print worldwide.