www.bwconfidential.com The inside view on the international beauty industry March 3-30, 2016 #127

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The buzz 2 Nurturing the niche News roundup he niche fragrance market is still hot. Last week, Netwatch 5 TEstée Lauder Companies (ELC) announced that it had acquired French fragrance house By Kilian. The move Social media monitor comes after the US-based group’s purchase of Editions de Parfums Frédéric Malle and Le Labo at the end Interview 6 of 2014, and is intended to reinforce its ultra-luxury RR Perfumes e Cosméticos ceo fragrance portfolio. Francisco Brizuela The continued interest in niche fragrance is hardly surprising. The category is seeing growth of around 20% Insight 8 a year, according to some sources, compared with an Argentina average of 4% for the mainstream prestige fragrance market. And while niche still represents only a small part of the overall market, some industry observers Store visit 12 predict that the category could account for 20 to 25% of the prestige perfume Guerlain, Paris market in the near future. ELC is of course not the only company to have shown interest in niche fragrances. Last year, Spanish group Puig acquired L’Artisan Parfumeur and Penhaligon’s. Given the niche category’s growth rates and consumer demand for more original, individual fragrances, more niche acquisitions are likely to be just around the corner.

Oonagh Phillips Editor in Chief Meet the BW Confidential [email protected] team at:

l Cosmopack, Bologna, March 17-20 l Cosmoprof Worldwide, Bologna, March 18-21 l Esxence, Milan, March 31 - April 1 l Duty Free Show of the Americas, Orlando, April 3-6 l in-cosmetics, April 12-14 l Luxe Pack Shanghai, April 13-14 News headlines daily on www.bwconfidential.com @BWCbeautynews News roundup At a glance...

n Estée Lauder Companies acquires By Kilian

n CDG takes majority stake in Per-fékt Beauty The buzz n Revlon ceo to step down

Stay informed with our daily news headlines on www.bwconfidential.com

Strategy

Estée Lauder Companies (ELC) has acquired Paris-based fragrance brand By Kilian. Over the past year and a half, ELC has purchased a string of niche beauty brands, including fragrance companies Le Labo and Editions de Parfums Frédéric Malle. The acquisition is part of ELC’s strategy of focusing its fragrance portfolio on ultra-luxury brands. By Kilian was founded in 2007 by Kilian Hennessy and is sold in more than 40 countries through freestanding stores, department stores and perfumeries. Its key markets are North America, Europe and the Middle East.

Cosmetics services company Cosmetic Design Group (CDG) has taken a majority stake in indie beauty brand Per-fékt Beauty. Hollywood-based Per-fékt Beauty was founded in 2005 and is sold in more than 700 doors globally, including Sephora and Ulta. The brand is known for its perfectors, or multi-functional make-up-skincare hybrid products. The group says that it is looking for further merger and acquisition opportunities.

Takasago has acquired US-based natural fragrance and flavor ingredient company Centre Ingredient Technology (CIT). The move expands Takasago’s natural materials portfolio and is intended to improve quality and costs of natural ingredients. CIT produces natural ingredients through its biotechnology manufacturing processes.

France-based perfumery chain Beauty Success has acquired French beauty salon company Esthetic Center. Esthetic Center is a franchise concept based on the idea of offering accessibly priced beauty services without an appointment. There are around 180 Esthetic Centers, located mainly in France.

French start-up Saabelis has launched a new fragrance testing and sampling tool, called CapScent. The sample is a capsule, which when lightly pressed liberates the fragrance before returning to its original form. This means that consumers can test the scent without having to spray it on themselves. However, customers can also apply the fragrance directly to their skin. CapScent currently exists in four formats, including a sphere and a cube, although its shape can be customized and the capsules can be personalized with a brand name. n n n

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n n n Retail

Perfumery retailer Sephora France is putting the focus on Korean beauty. The retailer is spotlighting products from its own-brand inspired by Korean trends, such as its cushion

The buzz products and masks, as well as brands such as Korean-inspired Erborian and Seoul-based Tony Moly, which will make its debut at Sephora’s French stores this spring. Tony Moly was founded in 2006 and markets around 3,000 products. Sephora has opted to stock skus from the brand featuring fun packaging. These include packs in the form of pandas (for eye serums and hand creams) and a range of fruit-shaped items (apples, bananas) for its lip balms and hand creams. The brand also markets Egg Pore, a blackhead steam balm in an egg-shaped pack that heats and exfoliates the skin and contains egg yolk to absorb excess sebum. Sephora also revealed that it has revamped its own-brand skincare range to be more ‘simple, serious and sensorial’. The new packs show designs that aim to represent the texture of the formula inside, highlight the ingredients and feature the term ‘clinically proven tolerance’. In fragrance, Sephora France revealed it will begin selling new scents from leisure-wear brands Abercrombie & Fitch and Hollister.

People

US-based Revlon’s president and ceo Lorenzo Delpani is to leave the company, citing personal reasons. He will continue to serve on Revlon’s board of directors and as a paid advisor. It was revealed in January that Revlon could soon be sold. The company appointed Gianni Pieraccioni as its new chief operating officer. Pieraccioni is currently executive vice president and global president of Revlon’s consumer division. In other news, Revlon reported that net sales rose 4.2% to $521.9m in the fourth quarter of 2015, while net profit came in at $24.8m. For the full year 2015, sales were down 1.4% to $1.91bn. Net profit for the year was $56.1m, up 37.2% on 2014. BW Confidential 4 avenue de la Marne 92600 Asnières sur Seine, France [email protected] L’Oréal has appointed Stéphane Rinderknech ceo of its China business. He will also Tel: +33 (0)1 74 63 49 61 Fax: +33 (0)1 53 01 09 79 continue to head the consumer division of L’Oréal China. www.bwconfidential.com Rinderknech succeeds Alexis Perakis-Valat, who will continue to be in charge of the Asia ISSN: 2104-3302 Publisher: Nicolas Grob Pacific zone as executive vice president and member of L’Oréal’s executive committee, Editorial Director: Oonagh Phillips [email protected] based in Shanghai. Journalist & Copy Editor: Katie Nichol Rinderknech joined L’Oréal in 2001. After various management positions with the [email protected] Contributors: Sophie Douez, Alex Wynne, Luxe division in Japan and Korea, Rinderknech became vice president of L’Oréal China Renata Ashcar, Mayu Saini, Raphaëlle Choël, Corinne Blanché, Naomi Marcoulet in charge of the Luxe Division in June 2011. He took the helm of the consumer products Subscriptions 1 year: electronic publication (20 issues) + division at the beginning of 2015. print magazine (4 issues) + daily news: €499 or US$699 [email protected] German group Henkel has appointed Pascal Houdayer executive vice president of beauty Advertising [email protected] care, effective May 1, 2016. Houdayer, who is currently corporate senior vice president BW Confidential is published by Noon Media of the laundry and home care business unit, will also become a member of the group’s 513 746 297 RCS Nanterre Copyright © 2016. All rights reserved. management board from March. Reproduction in whole or in part without permission is strictly prohibited. Houdayer replaces Hans Van Bylen, who is to become ceo of Henkel. n n n

www.bwconfidential.com - March 3-30, 2016 #127 - Page 3 CONFIDENTIAL CONFIDENTIAL CONFIDENTIAL CONFIDENTIAL The buzz n 2013. The category was fueled by growth in lipsticks, which saw sales up 8.5%. 2013. Thecategorywasfueledbygrowthinlipsticks,whichsawsalesup8.5%. month ofDecember,make-upsalesrose0.4%invalue,itshighestgrowthratesince a 0.6%decline. 2.8% invalue(salesofgiftsetshowever,roseby4.7%),whilemen’sfragrancesreported in Paris.InDecember,salesweredownby1.9%. slower trafficinperfumeriesNovemberandDecemberasaresultoftheterroristattacks to TheNPDGroup.market,whichwasonanupwardtrendin2015,hitby Sales ofprestigebeautyproductsinFrancefell0.9%2015to€2.9bn,according Data News roundup of sale.Itretails at€350. on agradualbasistoselectprestige points Monaco andParis.Thefragrance willrollout Alexander McQueenboutiques inLondon, 1 atUKdepartmentstoreHarrods andat feathers aroundtheneck. bottle withafacettedcapandfeaturesgold pepper, blackpepperandvetiver. ylang. Italsofeaturesnotesofclove,pink of sambacjasmine,tuberoseandylang on flowersthatbloomatnight,withaheart called McQueenParfum.Thescentisbased for fashionhouseAlexanderMcQueen P&G islaunchinganewfragrancethisspring mascara islaunchinginMay,pricedat€33. featuring modelCaraDelevingne.The be backedbyanadvertisingcampaign two sparklingtopcoats.Thelaunchwill The linecomprisesnineshades,including thereby producingvibrantcoloreffects. provides high-shine.Italsosaysthatthemascarahasahighlypigmentedformula, Mascara VinylCouture.Thebrandclaimsthattheproducthasavinyl-liketextureand YSL Beauté(L’Oréal)islaunchinganewmascararangeaimedatmillennials,called Launches general manager fragrances Latin America, a role he had held since 2007. general managerfragrancesLatinAmerica,arolehehadheldsince2007. global finefragrances. Skincare put in its best performance in two years, with sales up 0.6%. Despite a difficult Skincare putinitsbestperformancetwoyears,withsalesup0.6%.Despiteadifficult The fragrancecategorysawsalesfall1.6%invalue.Women’sfragrancesweredown McQueen Parfum launched on March McQueen ParfumlaunchedonMarch The fragrancecomesinablackglass Ferenc, who joined IFF Argentina in 1994, was most recently vice president, regional Ferenc, whojoinedIFFArgentinain1994,wasmostrecentlyvicepresident,regional has appointed Dionisio Ferenc as vice president, Flavor andfragrancecompanyIFFhasappointedDionisioFerencasvicepresident, n

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The views expressed in this section are those of bloggers and do not represent the opinions of BW Confidential Netwatch to colorgrayroots. innovative formula.Thepowderisdesignedtoadherethehairlikeamagnet A newgrey-rootshairconcealer,GrayAwaybyEverpro,islikedforits with thelatesttrends. Eclat Neutralizerline.ThecultToucheproductisalsolikedforkeepingup as game-changersintheconcealercategory.PopularitemsincludeYSL’sTouche Color correctingpencilsorpenconcealerinnovationshavebeendescribed economical aspect. are especiallylikedfortheirconvenientformatstravelingand in socialmediacircles.Cleansingsticks,solidshampoosanddrydeodorants The trendfordrycleansingandhygieneproductshasbeengainingtraction lips andTwoTonedLipBarfromLaneige(pictured). Novel productsinthisareaincludeYvesRocher’sgoldenloosepigmentforthe products—products thatgivepowdered,velvetfinishesortwo-tonedeffects. There ismuchtalkaroundwhatbloggersarecallingtexturedlips Social mediamonitor BW Confidential BW reportsonwhat’sbeingsaidaboutbeautysocialnetworks RR Perfumes e Cosméticos ceo Francisco Brizuela

Tough times continue

Interview Brazilian beauty importer RR Perfumes e Cosméticos distributes a string of prestige fragrances in the country.

Ceo Francisco Brizuela tells BW Confidential how the company is navigating Brazil’s crisis and how he sees the market evolving

What is your outlook for Brazil’s beauty market? Last year, the fragrance category saw double-digit growth, but this does not reflect reality, as companies have not yet increased their prices [in line with the new taxes implemented by the Brazilian government last May]. The gap between the prices [that fragrances should be with these new taxes and what they are] is around 30-40%. Nobody wants to raise prices because consumption will plummet; this can only be done gradually. Today, prices are similar to those in the US due to the devaluation of the real. Affluent Several brands consumers are going back to local consumption as prices are almost on a par with the US, which has been a key driver of the market. However, this will not last and “are rethinking the we will go back to prices that are two-and-a-half or three times more expensive business model than in the US. In addition, there has been a significant drop in the number of Brazilians in Brazil because traveling abroad, and so consumers are buying at home and enjoying the facilities in addition to offered by retail. Our figures show that Brazilian spend abroad dropped by 32% [in 2015]. the complexity of operating in the What are you doing to offset the difficult economic situation? We are looking at profitability customer by customer and internal costs are country, there being cut—efficiency is very important for this year. To attract new consumers has been a drop we are focusing more on premium brands, because middle-class consumers are suffering the most. So for luxury brands we are investing in added value for in profitability the consumer with gifts, retail support through payment in installments and media investment. RR Perfumes e Cosméticos ceo Can you see brands pulling out of Brazil due to the tough economy? Francisco Brizuela Yes. Several brands are rethinking their business model in Brazil, because in ” addition to the complexity of operating in the country, there has been a drop in profitability. Expansion plans are also restricted, and now markets like Mexico are RR Perfumes e Cosméticos earning more focus. l Brands distributed: Dolce & Gabbana, Gucci, What is your focus for developing the market? Hugo Boss, Calvin Klein, Versace, We are not focusing on expansion, but on existing customers. We are looking at Issey Miyake, Narciso Rodriguez, how to do more with less because we all have to adjust our budgets a little. n n n Marc Jacobs, Lacoste

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n n n How do you see the retail scene for beauty evolving? In terms of fragrance, we believe the focus will continue to be the high-end perfume shops that today bring us the highest volume. We have three or four key accounts, but most of our business comes from independent perfumeries and maintaining this business is key. This means stores like Opaque, Fragrance or The Interview Beauty Box for example. In Brazil, the market could have 3,500 points of sale, but in fact we do not have much more than 600 and the successful businesses remain We had plans based in the hands of local players. “on consumption How do you see Sephora impacting the market? migrating upwards. Its impact is positive and [Sephora] is growing the market. Sephora is important However, now with in making the market more professional and it has invested more in the category, which is good for everyone. Independent stores have survived the impact and are the crisis, numbers getting on with business. have been reevaluated

What do you think needs to change in terms of retail to give the and everything has market a boost? changed. At this point Retail cannot change. The heavy tax burden does not allow investment in the business. What the independent retailers are doing with much success is the most important personalized service, which for Brazilian culture is very important. There are thing is to focus on examples of countries such as Italy where independent retailers account for the largest share of the market because consumers value this personal attention. existing consumption Here, now, this segment is expected to grow.

What major changes in consumer behavior have you seen in Brazil RR Perfumes e Cosméticos ceo over the past five years? Francisco Brizuela Consumers are smarter when buying—they compare prices, search the internet ” and look at Sephora and international websites. They are looking for added value, value-for-money and more personalized services.

What can you do to get new consumers to buy your brands as opposed to strong local brands that are perhaps less expensive? We have some successful cases like Everlast, Forum or Ana Hickmaan. These are brands for which we developed products locally and they are showing real growth. By doing this, we can have better costs and be more competitive. We had plans based on consumption migrating upwards. However, now with the crisis in Brazil, numbers have been reevaluated and everything has changed. At this point the most s RR Perfumes e Cosméticos is focusing on important thing is to focus on premium brands, as middle-class consumer existing consumption. n spend is suffering due to the economic crisis

www.bwconfidential.com - March 3-30, 2016 #127 - Page 7 CONFIDENTIAL CONFIDENTIAL CONFIDENTIAL CONFIDENTIAL Argentina Better days ahead

Insight After years of tough market conditions, political change may herald an improvement for Argentina’s beauty industry

hange is finally afoot in Argentina. With the election of Cnew pro-business president Mauricio Macri in December, market conditions are forecast to improve in the coming months. Macri is expected to liberalize an economy that has been penalized by more than a decade of Kirchnerism. Just a week after coming to power, Macri lifted currency controls, floating the peso on the free market. Conditions for importing products also improved at the end of last year, with pre-import approval no longer necessary, according to industry sources. For the past few years, it has been difficult for beauty companies to import products to Argentina, which had a catastrophic impact on the market. “In terms of the number of units sold in 2015, Argentina was about half of Chile, when it used to be bigger,” says Coty general manager for Latin America Tanguy de Buchet. Sales of fragrance, which represent nearly 80% of the prestige market in Argentina, fell nearly 7% in unit terms in 2015, according to data from market-research company Segmenta. The total market was down 8.2% in units last year. Argentina prestige beauty sales 2015 In such a context, many major launches have been delayed and brands have Category 2015 sales 2015 % change % change focused on getting their pillar lines into million sales in value in units the market, meaning that products like pesos $m 2015/2014 2015/2014 flankers were left behind. “We were not Women’s fragrance 704.9 45.9 +28.3 -6.8 able to invoice anything to Argentina for Men’s fragrance 454.2 29.6 +29.0 -6.6 nine months in our fiscal year 2015,” Make-up 154.2 10.1 +21.7 -12.9 comments de Buchet. “We stopped Skincare 189.5 12.4 +26.1 -9.3 launching pretty much anything last Total 1,500 97.9 +27.5 -8.2 year.” The company plans to launch Source: Segmenta Decadence by Marc Jacobs and CK2 in the second quarter of this year now that the situation has improved. Argentina masstige beauty sales* 2015 Similar delays have also impacted Category 2015 sales 2015 % change % change the mass channel, with some products million sales in value in units held in Argentina’s ports for more pesos $m 2015/2014 2015/2014 than six months, sources say. “Now Women’s fragrance 235.6 15.4 +33.4 +1.2 we can have constant sales and serve Men’s fragrance 116.4 7.6 +33.3 +0.9 all of our accounts,” says Coty Argentina general manager Juan Parra. “We Make-up 193.7 12.6 +31.1 -4.7 are optimistic.” Skincare 40.1 2.6 +24.0 -9.3 Double-digit inflation has also made its Total 585.8 38.2 +32.0 +1.6 mark, putting pressure on n n n Source: Segmenta *in prestige distribution

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n n n purchasing power for middle-class and lower-income consumers. Prices for products have risen on an almost monthly basis over the past few years due to inflation, although retailers have tried to counter this by bolstering their loyalty programs and offering Insight extended payment terms to encourage consumers to continue buying. Yet despite the difficult context, Argentines remain avid consumers of fragrance. “The big problem wasn’t Argentines not wanting to buy the products, it was a question of availability,” says Segmenta Latam retail manager Daniel Morimoto. “Whatever stores had in stock last year was selling,” says de Buchet. Consumers The [retail] market remain, however, relatively conservative in their tastes, preferring familiar brands. “People like novelties but within the brands they already know,” observes BPI Americas travel has“ not changed in retail & Latin American local market general manager Gérard Pichon-Varin. BPI claims to the past eight years. have a strong position in Argentina with its Issey Miyake brand and recently launched the Narciso and Alaïa fragrances there. The distribution Make-up and skincare, meanwhile, remain underdeveloped in prestige. While Argentine needs a little consumers have traditionally not been big consumers of these products, retailers have also not focused on developing these categories and dedicate little space to them in more dynamism store. “Skincare and make-up are very badly displayed in most stores,” says Pichon-Varin. Industry sources estimate that there are only between 20 and 30 stores in Argentina offering a coherent environment for all three axes, compared with a total of around 150 BPI Americas travel retail & Latin prestige doors. American local market general The problem with importing new products may also have been a factor in this, especially manager Gérard Pichon-Varin” when it comes to seasonal make-up collections. “You need to have assured supply, which they haven’t had,” observes one Brazilian distributor. “Both treatment and make-up are fueled by launches, so that could have been a problem.” According to Euromonitor data, the prestige segment represents only 2.7% of make-up sales in Argentina, with mass accounting for 97.3%, including 47% from direct sales. L’Oréal is the market leader in mass make-up with a 32.9% market share in December 2015, although its share fell nearly 11 percentage points last year as Coty, the second- biggest player, bolstered its position, increasing store space and adding new displays and growing its share 12 percentage points to 25.4%, according to Nielsen data. Revlon was number three with a 15% share.

A static retail market As a result of the problems that the country’s beauty Argentina top-five prestige brands 2015 market has faced, there has been little activity in Rank Women’s Men’s Make-up Skincare terms of distribution, as retailers struggled just to get fragrance fragrance products in stores. “The [retail] market has not changed in the past eight years,” comments Pichon- 1 Carolina Paco Lancôme Lancôme Varin. “The distribution needs a little more Herrera Rabanne dynamism.” Retailers have focused mainly on 2 Givenchy Carolina Dior Biotherm getting products into their top stores, and little on Herrera developing new stores and categories, although 3 Lancôme Ralph Lauren MAC* Dior chains like Pigmento and new player Look 4 Dior Giorgio Givenchy Estée Farmacity, which offer mass make-up and skincare Armani Lauder alongside prestige fragrances, have continued to 5 Kenzo Dior Clinique La Prairie grow their footprints. Perfugroup-owned chain Source: Segmenta. *Does not take into account sales from the brand’s Pigmento opened five new doors over then n n freestanding stores

www.bwconfidential.com - March 3-30, 2016 #127 - Page 9 CONFIDENTIAL CONFIDENTIAL CONFIDENTIAL CONFIDENTIAL This document is published by Insight n business climatewillnodoubtpositivelyimpactthemarket. years willnotbeerasedovernight,butstrongerconsumersentimentandanimproved and manyArgentinesbegantravelingagain,notablytoUruguay.Thedifficultiesofrecent Coty’s deBuchet.Overthepost-electionholidayperiod,consumersentimentwashigh, market tosee[its]fullpotential.” observes CotyArgentina’sParra.“Ibelievewearegoingtohaveall2016calibratethe need tomonitorconsumerpurchasingbehaviorafter[the]Januarypriceincrease,” by 40%,meaningmanufacturerswereobligedtoincreasetheirpricesonceagain.“We realm of5-10%thisyear.AfterthepesowasfloatedinDecember,itsvaluedecreased inflation isexpectedtocontinue.Growthinunittermsforprestigethe 2015 wasastellaryearforRimmelandSallyHansen,”deBuchetnotes. market isgainingsomeshareofsales,”saysSegmenta’sMorimoto.“ForCotyArgentina, which hasbeenpossiblebecausecertainmanufacturersproducelocally.“Themasstige Galerias Pacifico,amajortouristhub,withgreaterfocusonmake-upandskincare. positioned forgrowth.InAugust2014,JuleriaqueopenedanewstoreinBuenosAires’ Observers alsopointtotheJuleriaquechain,whichhas31stores,asbeingwell Argentina But things are already changing. “There is a lot of suppressed consumption,” says But thingsarealreadychanging.“Thereisalotofsuppressedconsumption,”says The beautybusinessshouldslowlybegintoimproveinArgentina,althoughhigh Because oftheimportdifficulties,perfumerychainshavedevelopedtheirmasstigeoffer, past twoyears,whileLookFarmacitylaunchedits23 rd door in Mendoza in January. doorinMendozaJanuary. n America TanguydeBuchet Coty generalmanagerforLatin be bigger Chile, whenitusedto was abouthalfof in 2015,Argentina number ofunitssold In termsofthe “ ” Argentina Argentina: Retail roundup Pigmento N° of doors: 58 Insight Recent and upcoming initiatives: Perfugroup-owned chain Pigmento, which offers selective fragrances alongside mass-market make-up and skincare, continues to grow its store footprint, and has opened five new doors over the past two years.

Juleriaque N° of doors: 31 (including kiosks and single-brand stores) Recent and upcoming initiatives: Juleriaque is seen as the best positioned beauty retailer to grow in the market. In 2014, Juleriaque opened a new store in Buenos Aires’ Galerias Pacifico, a major tourist hub, with a greater focus on make-up and skincare.

Rouge Internacional N° of doors: 28 Recent and upcoming initiatives: Rouge has closed a handful of doors over the past few years. The retailer, owned by distributor Diffupar, continues to be criticized by industry observers for prioritizing the brands that it distributes.

Look Farmacity N° of doors: 23 Recent and upcoming initiatives: Pharmacy chain Farmacity has developed its beauty store concept combining mass and masstige make-up and skincare with a range of prestige fragrance brands over the past 18 months. The chain is praised for its open-sell environment. Its 23rd door opened in Mendoza in January.

Cortassa N° of doors: around 15 wholly owned stores Recent and upcoming initiatives: Santa Fe province-based Cortassa has been the exception in Argentine retail by continuing to grow its store footprint in smaller cities through franchises. Cortassa opened a store with digital features in Capital Federal last October, a kiosk in San Juan’s Shopping Espacio San Juan in June, a store in San Martin in May and one in San Salvador de Jujuy in March.

Falabella: N° of doors: 11 Recent and upcoming initiatives: Chile’s Falabella is the only department-store operator in Argentina, and saw sales in local currency grow 13.6% there in the first nine months of 2015. While Falabella has not opened any new stores in several years in Argentina, sources suggest that as market conditions improve, it may benefit from its long-standing presence in the country to grow its footprint.

El Balcon N° of doors: 9

La Parfumerie N° of doors: 7

www.bwconfidential.com - www.bwconfidential.comwww.bwconfidential.com - March 3-30, - March 2016 3-30, #127 2016 - Page #127 11 - Page 11 CONFIDENTIAL CONFIDENTIAL CONFIDENTIAL CONFIDENTIAL Store visit

Fragrance on show Guerlain showcases its scent expertise with new Paris store

VMH-owned Guerlain is out to reinforce its positioning as a fragrance expert Lwith a new boutique devoted entirely to scent. The brand claims that the new 120m2 (1,292ft2) store located on Paris’ Rue Saint-Honoré pays homage to the role of the perfumer, puts the brand’s long fragrance heritage on show and celebrates the art of perfumery. The store boasts a range of features intended to help consumers better understand and learn about fragrances. It is home to a digital version of the perfume organ, which allows shoppers to match words with what it calls olfactive emotions to determine their own personal olfactive profile. There is also a fragrance library with almost 100 scents classified by 14 raw materials. Meanwhile, a fragrance cellar is used to house the brand’s scents, which are Guerlain stored there under light and temperature controls, similar to the storage of l Opened: January vintage wines. l Location: Rue Saint Honoré, In line with the personalization trend, shoppers can choose the color of the Paris, France brand’s emblematic bee-design fragrance bottle from a new collection of 125ml l Size: 120m2 (1,292ft2) flacons (priced from €140), which was created specifically for the boutique. They l Special features: can then fill the bottle from one of the store’s 18 fragrance fountains, choose Digital perfume organ, fragrance the type of ribbon and ribbon knot to decorate the bottle and the name or library, fragrance cellar, message to be engraved on it. n personalization services

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s The store boasts a digital version of the fragrance organ

s The store houses 18 fragrance fountains where consumers can fill their bottles. Shoppers can personalize their fragrances by choosing ribbons and engraving the bottle

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