March 8, 2010 marked the international launch of womanity.com by Thierry Mugler. The interactive and participatory site, the only one of its kind, was inspired by the idea of feminine identity, and dedicated to all the world’s femininities. According the company, Womanity online has welcomed over 1 million visitors since its launch. Creative contributions from 3,770 individuals have brought further depth and richness to the site.

"Womanity is both a social content platform and a source of inspiration for designing new products. Sharing in what women feel and in their understanding of what femininity means is an immense opportunity and a privileged source of information for a luxury brand like Thierry Mugler. It will allow us to develop projects and products that may be inspired in part by the site’s content, using an approach through which designer’s creativity nurtures and magnifies the creativity of the site’s users: the Womanity brand will be the keystone of an authentic dialogue between our designer and his fans", explains Joël Palix, President of Thierry Mugler.

Actually, the goal is also to further draw in fans in developing this new brand, using the principle of crowdsourcing to give them a voice through the site.

Following the launch of womanity.com, Thierry Mugler produced an auteur film, Is She You, for Womanity, which has been released on womanity.com since May 8. Now, Thierry Mugler offers a new expression of Womanity in the form of a fragrance.

For the first time ever, Thierry Mugler includes a sweet and savory note, obtained by pairing fig and caviar. A technological breakthrough: the molecular extraction, an exclusive method, patented by Mane, is used in a fragrance. The method makes it possible extract the aromatic molecules of any material and to precisely reconstruct its olfactory properties, thus obtaining ingredients that perfectly preserve and express each ingredient in all its subtlety and nuance. Molecular extraction of fig and caviar is performed exclusively by Mane for Thierry Mugler fragrances.

A "Woman & Beauty" fragrance line will accompany the perfume launch. Four products, each enriched with natural fig extracts. The perfume will be released in a sneak preview through womanity.com in mid-June, and will be available worldwide through authorized retail outlets later in the summer.

The development of the Womanity fragrance was subject to a precise environmental evaluation and designed to minimize environmental impact. The Womanity fragrance keeps packaging to a minimum, presented in a box that is both recycled and recyclable, with no inner holders or paper inserts. Its sustainable Eco-Source bottle may be refilled indefinitely.

Other forms of expression related to femininity should enrich the Womanity concept in the future, such as special editions, new versions of the fragrance, or other objects, as well as versions of the fragrance, or other objects, as well as fashion items or new ideas for collective media projects and technologies. "More and more, the current internet-savvy generation is seeking ways to express itself and to participate in the development of brands it likes. Therefore, we are seeking to capitalize on the web as a force for nourishing and continuing to build our relationship with our fan base, to bolster our creativity, and to open new horizons for the Thierry Mugler brand. In the future, Womanity will evolve to become a brand that brings together media, design, and products, fusing the creativity of the Thierry Mugler brand and its designer with ideas generated by users of the site and fans of the brand,", says Joël Palix.