Puig gets a new visual identity for its 110th anniversary and IPO

Puig is changing its logo to reflect its new brand signature “Puig, Home of creativity”. The decision comes as the Catalan beauty group is due to go public on the Spanish stock exchange on May 3, 2024.

 

Spanish beauty specialist Puig celebrates its 110th anniversary this year. To mark the occasion, it is modernizing its logo, while maintaining continuity with its previous visual identity.

 

The new logo, created in collaboration with French art and design agency M/ M, based in Paris, incorporates the original work done for the company by Swiss designer Yves Zimmerman.

 

The redesign was conceived to accompany the company’s listing on the Madrid, Barcelona, Valencia and Bilbao stock exchanges. The event was billed as the biggest IPO on the Spanish market in almost a decade, and the highest European valuation since German manufacturer Porsche went public on the Frankfurt Stock Exchange in September 2022.

 

A new logo for a new era

 

Now a multinational, Puig was looking – as Mathias Augustyniak of French art and design agency M/ M points out – to rediscover its family roots, diluted by the rapid growth of its workforce and markets in recent years. Its dynamic new logo, designed by the French art and design agency M/ M, is intended to reflect this change of stance, as well as the digital acceleration underway.

 

The new, subtly asymmetrical typeface, entitled “Paralelo”, draws its inspiration from the “Meridian” typeface, created in 1955 by Adrian Frutiger que Zimmerman for Puig over 50 years ago.

 

The logo itself also includes a new symbol evoking an infinite line of creativity, inspired by a Miró painting and echoing that created by Zimmerman in the 1970s.

 

A real turning point in the history of the Catalan Group, the IPO of the conglomerate – owner of Jean-Paul Gaultier, Rabanne, Carolina Herrera and Byredo – served as the setting for the official unveiling of its new logo.

 

A timid start on the stock market

 

The share opened 4.1% up on the IPO price of 24.50 euros. Although the share price rose to 26.12 euros in the first few moments of trading, it finally fell back to 24.66 euros at 11:42 GMT.

 

The Barcelona-based company and its shareholders sold 106.5 million shares at the highest price of the range, giving it a valuation of 13.9 billion euros.

 

Through this IPO, the Puig family hopes to raise 3 billion euros, having issued Class B shares, conferring fewer voting rights on their holders.

 

Puig, Home of creativity

As described in the press release, “the new identity pays tribute to both its heritage and Puig’s promising future, and by placing creativity at the center reflects the Group’s culture and values.”

 

“At this moment of transformation for Puig, we wanted to reinforce who we are, what we do and what we stand for: a hotbed of creativity. We connect our long history with our commitment to innovation, our discretion with our sensibility as a place to nurture brands, develop people and celebrate bold ideas,” said Marc Puig, Chairman and CEO of the Group.

 

Puig has recorded growing sales over the past three years, culminating in a record 2023. Last year, the Group generated sales of 4.3 billion euros and net profit of 465 million euros, up 16% year-on-year.

 

Specialized in fragrances, the Group expanded into make-up with the acquisition of Charlotte Tilbury in June 2020, and into skincare with the acquisition of the prestigious German dermatological brand Dr. Barbara Sturm last January. While 54% of its sales come from the EMEA region, the Group intends to expand in Asia. Its IPO could help finance this expansion.

 

Employing 11,000 people in 32 countries, the fast-growing Group transformed its family structure into a single limited company in May 2023, Puig Brands SA, and expanded its Barcelona headquarters earlier this year.

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Featured Photo: © Puig

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Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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