Balmain returns to the world of perfumery with “Les Éternels”, an exclusive collection of eight mixed fragrances designed under the direction of Olivier Rousteing.
The House of Balmain, an emblem of French fashion founded in 1945 by Pierre Balmain, renews its commitment to perfumery with the launch of “Les Éternels”.
Launched on Tuesday August 27, this new fragrance collection, developed under the leadership of Olivier Rousteing, artistic director of the fashion house since 2011, is a celebration of timeless elegance and avant-garde style. But it also marks Balmain’s expansion into the world of prestige perfumery.
A tribute to Balmain’s heritage
Balmain unveils eight mixed eaux de parfums divided into four olfactory families: musk, amber, floral and woody.
With “Les Eternels”, Balmain pays tribute to its heritage while enriching it with contemporary touches. The collection reinterprets four of the House’s emblematic fragrances, dating back to 1947 for “Vent Vert”, 1979 for “Ivoire”, 1983 for “Ébène”, and 2010 for “Carbone”, with a modern twist. In detail, Vent Vert delivers a subtle green of mandarin and sensual jasmine; Ivoire, a bewitching night-time tuberose with wild vetiver; Ebène, an eternal ebony wood combined with precious myrrh oil, while Carbone reveals a maximalist musk combined with minimalist rose.
These classics are joined by four daring new creations with unusual perfumery ingredients: “Sel d’Ambre”, “Rouge”, “Bronze” and “Bleu Infini”, each embodying a different facet of the Balmain spirit. Sel d’Ambre promises the magical alliance of luminous amber and salty ambergris; Rouge radiates with apricot osmanthus evoking the setting sun over Hollywood; Bronze – the very expression of Olivier Rousteing’s resilience following his accident – ignites with fiery cedar calmed by refreshing patchouli. Finally, Bleu Infini presents a burning cistus absolute with salty lichen.
In unveiling this collection, Olivier Rousteing underlines the profound interconnection between fashion and beauty. He asserts that “fashion cannot exist without beauty, and beauty cannot exist without fashion.”
To achieve this, Olivier Rousteing trained in perfumery. This approach enabled him to play an active role in the entire project, from perfume development to packaging design and the visuals for the advertising campaign.
The packaging takes its cue from the House’s very first fragrance, Elysée 64-83, released in 1946, in particular the dualism of geometric shapes (circle and square) and colorimetry (black and gold), the minimalist, sleek style and the two-sided, angled label. A PB monogram taken from the labyrinthine motif created in 1970 adorns the cap.
oIlivier Rousteing’s ambition is to create fragrances that reflect diversity and inclusivity, making each fragrance an extension of each individual’s identity. These creations, priced at 300 euros for 50 ml, are now available on the Balmain website and in selected points of sale.
A new era for Balmain in beauty
After several years’ absence, following a collaboration with Interparfums between 2011 and 2017, Balmain is once again positioning itself as a major player in luxury perfumery.
This comeback is just the prelude to Balmain’s wider expansion into the beauty sector, an adventure made possible by a strategic partnership with Estée Lauder. Indeed, the American giant will manage the House’s beauty license from the end of 2022.
“ Olivier Rousteing is one of the most talented designers of his generation, creating revolutionary concepts that bring together the past, present and future. Bringing his vision to life for Balmain Beauty has been an extraordinary adventure “ reveals Guillaume Jesel, who heads the new Balmain Beauty entity in his capacity as CEO of Tom Ford and of the Estée Lauder Group’s luxury business development.
Balmain Beauty is about the freedom to assert one’s identity and to live it in complete freedom. Beauty is about being yourself and having self-confidence.”
To help customers get to grips with this new product range, a sensory detector fragrance has been developed on the Balmain Beauty website. It takes the form of a questionnaire based on the 5 senses (scent impression, emotion, sensation, color, musicality), enabling web users to find their signature fragrance as well as their mystery fragrance. For the more indecisive, Balmain Beauty has launched a discovery box exclusively on its e-commerce site, including all eight fragrances in 1.5 ml format, for a value of 45 euros. A purchase can even be converted into a discount on the purchase of a bottle from the collection.
This collaboration with the Estée Lauder group marks an important turning point for the House, already present in the world of hair care with its Balmain Hair Couture line.
Balmain is not the only House looking to enter the promising high-fragrance segment: Dolce & Gabbana and Valentino are also looking to make their mark.
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Featured Photo: © Balmain
