Lacoste’s Limited Edition L.12.12. fragrance hits the right spot

lacosteSince my favourite sporting event, Wimbledon, is almost upon us, now seems like the perfect time for me to mention the special limited edition version of Lacoste’s Eau de Lacoste L.12.12 Blanc fragrance. Although the fragrances in the ever-expanding L.12.12 range have always referenced the famous Lacoste polo shirt in the packaging this is the first time that the tennis association has really been referenced overtly, with the clean, white packaging brought to life with touches of eye-catching tennis ball yellow. I’ve always loved the understated simplicity of both the bottles and the boxes that house the L.12.12 fragrances and, unlike many limited editions, the changes in this particular edition only serve (if you’ll excuse the pun) to make it look even better.

The Grooming Guru scoops prize in Lacoste’s Unconventional Chic competition


By nature I’m a fairly low-key, modest kind of person but indulge me for a moment if I blow my own trumpet briefly to tell you I was thrilled to win 1st prize in a competition at the Lacoste ‘Eau de Lacoste L.12.12’ fragrance launch last Friday.

Part of the swanky launch event for the new Lacoste men’s fragrances, the competition asked people to come up with their interpretation of  ‘Unconventional Chic’ using a classic Lacoste L.12. 12 Polo Shirt. You can see my ‘unconventional’ approach to the competition here.

Anyway, a huge thank you to everyone who cast their votes for my entry on the night – it was an excellent evening (obviously!) and I can’t wait to raid the Lacoste shop with the vouchers I won as my prize.

The evening was also a great opportunity for everyone to sample the three fragrances – Blanc, Bleu and Vert. Blanc is the signature fragrance but of the three Vert – with its fresh, woody greenness and outdoorsy freshness – is my own favourite, though there’s something there to suit every man’s tastes – whether he’s unconventional or not.

PS. The cake you see was part of the goodie bag. And welcome it was too – especially for soaking up all the fancy cocktails I sank on the night!

My definition of ‘unconventional chic’

To celebrate the launch of the new Eau de Lacoste L12.12 men’s fragrance, Lacoste’s PR agency came up with a rather clever (and fun) ruse: customize a classic L 12.12 Polo shirt to express your own vision of ‘unconventional chic’, blog a picture of it and be in with the chance of winning a prize.

Now, I don’t normally  submit to this kind of subtle arm-twisting from PRs but on this occasion I am giving it a whirl, in essence because I happen to love the L12. 12 shirt.

And above you can see my own exciting interpretation of ‘unconventional chic’. Oh, I know what you’re thinking: that’s just a ordinary white L12.12 Lacoste polo shirt! You’re thinking that I haven’t customized, tampered, styled or accessorised  it any in way. That I haven’t put a fabric pen near it, haven’t ripped it up, reversed it or drawn a giant penis on it to be scary or shocking. Hell, you’re thinking, there’s nothing remotely St Martins about my entry at all!

And you’d be right. I haven’t touched one bit. Why? Well, not through a lack of imagination (honestly) but because, for me ,the Lacoste L12.12 Polo shirt is unconventional chic just as it is. In fact, it is the very definition of unconventional chic. It was back in the late Twenties when French tennis champ René Lacoste first wore it (creating a sensation by doing so) and it still is now.

The shirt did much more than defy tennis etiquette, though, it  heralded a new dawn in contemporary sportswear. It was quintessentially Lacoste – unconventional, daring and effortlessly stylish. At the height of his powers Lacoste’s game (not to mention his legendary perfectionism) was unmatched too. So in that spirit, I can’t honestly see how I can improve on his most famous fashion creation.

Oh I know it’s a cheeky to approach the competition in this way but Lacoste himself challenged the rules at almost every turn – and look where it got him! So my definition of Unconventional Chic is the Lacoste L12.12 Polo shirt just as it is – simple but never plain, fashionable but never flash, history-making but never history.

Having said all that if, like me, you’re a man of a certain age, opt for the darker colours. The pale ones make your manboobs look massive.

The new trio of Eau de Lacoste fragrances for men - Vert, Blanc and Bleu