Designer Fragrances at L'Oreal USA is launching a women's fragrance, Oxygene, by Lanvin. A $10 million to $15 million ad campaign by Alessandro Gonzalez A/R Media, New York, aims to update the classic Lanvin brand in the U.S. The effort includes TV and print ads shot by fashion photographer Steven Meisel that debut in March and April issues of fashion magazines such as Harper's Bazaar, Elle and Glamour. The :30 "Extase" TV spot features supermodel Gisele Bundchen and spirits Oxygene wearers away from urban chaos to appreciate the purity and quiet of nature. Art Director: Bruno Aveillan.