Jean Paul Gaultier is launching his first unisex fragrance. The idea is to return to traditional perfumery where there were no women's and men's genres. Perfumes were made for the individual, a Gaultier spokeswoman says.

The black-and-white advertising visuals by Jean-Baptiste Mondino, highlight a man and woman floating towards each other in magnetic attraction. In the spots, the couple also suddenly separate like magnets do. The doubling strategy continues in press advertising where two Liquid Touch samples will appear in double page spreads.

Following a period of exclusivity at French department store Galeries Lafayette from early September, the line will arrive in international markets from September 26 through October and in the US early next year.