Lidl US just dropped a parody perfume called “Eau de Croissant,” a golden, croissant-shaped bottle that spoofs luxury fragrance tropes with surprising elegance. Created with British perfumer Sarah McCartney and brought to life by Plunge Creations, the limited-edition scent claims to capture the warm, buttery aroma of a fresh-baked croissant.
Only 100 bottles exist, and none are for sale. The brand is giving them away on Instagram, and the internet is losing it.
Welcome to the golden age of “fake products that should not work but absolutely do.”
A Luxury Parody Wrapped in a Croissant
Niche perfumes are hotter than ever, but nobody saw this coming.
For the holidays, Lidl US unveiled “Eau de Croissant,” a fragrance housed in a bottle shaped like, well… a croissant.
It’s a pitch-perfect parody of luxury perfumery: moody teasers, polished visuals, French lifestyle tropes, except the star isn’t a rare wood or floral accord. It’s the scent of Lidl’s iconic $0.49 croissant.
Because what’s more “haute” than smelling like a warm pastry?
A Real Perfumer Behind the Joke
The joke lands because Lidl commits to it fully. The fragrance was developed by Sarah McCartney, a respected British perfumer known for her experimental creations.
The brief: Capture the aroma of a fresh, warm croissant, without smelling like someone stuck their face inside an oven.
The result lives inside a 15ml sculptural bottle shaped like a golden mini-croissant. It’s ridiculous and delightful in equal measure.
You Can’t Buy It, And That’s the Point
Here’s the smart twist: the perfume isn’t for sale. Only 100 bottles exist, and they can only be won through Lidl US’s Instagram giveaway.
The post has already pulled in 25,000+ likes in days, proving once again that when brands push a parody all the way, the internet rewards them.
When a Croissant Becomes a Cultural Object
Beneath the humor, Lidl delivers a sharp lesson in modern brand building: A product doesn’t need to be real to be culturally powerful. A fragrance doesn’t need to be wearable to spark conversations.
Here, the croissant becomes a pop object, photogenic, shareable, meme-ready.
It flips luxury codes on their head and quietly reinforces what Lidl stands for: simplicity, accessibility, and a wink of self-awareness.
“Eau de Croissant” may never scent your wrists… but it has already done what it needed to do: make everyone talk about Lidl.
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