At a time when every brand is looking for the perfect marketing stunt, especially as the end-of-year holidays approach, Lidl has undoubtedly won the gold medal of the season. For Christmas, the brand unveiled the most improbable, but also the most tempting, object of the year. You have surely seen it on the networks, it is abouta perfume called “Eau de Croissant”presented in a crescent-shaped bottle. An executed parody of the codes of luxury, where French stereotypes are diverted with humor.
Except that in 2025, faced with the incessant growth of generative AI, a question immediately arises in the comments of posts presenting the product: is it real? Between AI-generated ads, invented products and images that are too perfect to be honest, distrust has become a reflex, and that’s a good sign. It must be admitted, the crescent-shaped perfume bottle, golden like a pastry just out of the oven, is an image that we can imagine created by an AI as a joke. However, the photos are authentic and the project was developed as a real campaign by Lidl.
The brand has teamed up with Sarah McCartney, a renowned British perfumer, to design a fragrance meant to capture the warm, buttery scent of the 49p Lidl croissant. A balance that we think is very subtle despite the crazy nature of the request.
The overbidding of the grotesque (we love it)
The bottle almost deserves a place in a modern art museum. Designed by Plunge Creations, it takes the more or less exact curves of a bakery croissant, in a miniature version since the capacity is 15 ml.
For our part, it is absolutely impossible to deny the charm of the operation. Visually, the product is irresistible, absurd enough to be funny. Although we can’t smell the fragrance, we are already attracted by the memory of Parisian pastries straight out of the oven.
But then, the million dollar question is: where can you get this Eau de Croissant? This is where Lidl plays a bad joke on us. After letting the public fantasize for several days, the brand confirmed that this perfume cannot be bought. Alone 100 bottles existall reserved for a competition on Instagram of the American Lidl account. Obviously, the post exceeded 25,000 likes and exploded engagement. We would love for the success of this commercial operation to push Lidl to truly market Eau de Croissant, but nothing has been confirmed in this regard for the moment.
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