In recent years, a trend has been gaining increasing prominence in fashion magazines and online: many fashion labels are launching their own perfumes. Some are historic perfume houses, whilst others are venturing into this field for the first time.
Everyone wants their own bottle. For the past two years, beauty launches have been coming thick and fast from fashion houses and ready-to-wear brands: Miu Miu with its milky fragrance, Prada with its tinted lip balm, and Louis Vuitton with its make-up collection designed by Pat McGrath.
Faced with a saturated luxury market, these houses must constantly innovate to retain their customer base and stay ahead of the competition. They are no longer content with fashion shows alone: they are investing heavily in perfumery, which they now regard as a strategic driver of growth, diversification and the acquisition of new customers.
An unprecedented acceleration in launches
How does a scent give rise to success? According to Eugénie Briot, programme director at the Givaudan School of Perfumery and a perfume historian: “The imagination of a fashion house is so powerful, and the storytelling surrounding these houses so essential, that the focus of certain houses has naturally shifted from couture to their fragrance bottles.”
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