Louis Vuitton launches first fragrance in 70 years

By Simon Pitman contact

- Last updated on GMT

Louis Vuitton launches first fragrance in 70 years

Related tags: Fragrance market, Perfume

The luxury consumer goods player has re-entered the fragrance market after an absence of than 70 years from the category.

The France-based company, which is probably best known for its iconic leather wear and luggage collections, has invested in a fragrance creation facility in Grasse, South of France, an area that is known as the home of fine fragrances.

The new perfumery facility is being managed and headed up by Jacques Cavallier-Belletrud, who is a third generation perfurmer, born and raised in Grasse.

Hard to get hold of

The fragrance is expected to be very high-end with a highly selective distribution process that will see it only available at very select stores and outlets worldwide.

According to Louis Vuitton, the facility will focus on producing fragrances using floral notes from raw materials grown in the grounds of the facility and the region, and will be produced using an innovative CO2 extraction process

Rumors are said to have started back in 2011 that Louis Vuitton was considering re-entering the fragrance market, and now the company has confirmed that the Les Parfums by Louis Vuitton collection will be launched in September 2016.

Fragrance was never a mainstay

The company launched its first fragrance, which was created by Gaston-Louis Vuitton, back in 1927, while its last fragrance, Eau de Voyage was launched in 1946.

The launch of the new fragrance or fragrances remains a closely guarded secret, but with years of development and only the finely notes from flowers grown on the company’s Grasse estate, it promises to be opulent and

So why the return to fragrance? And why after such a long absence from the fragrance world?

The global fragrance industry is worth approximately Euros 35 billion, but in recent years a flood of less expensive synthetic and celebrity fragrance launches have changed the dynamics of the category, pushing more and more consumers towards more select and better quality products.

Indeed, Louis Vuitton is re-entering the fragrance market at a time when the market for fine, luxury and prestige fragrances is seeing unprecedented growth and demand.

Related topics: Business & Financial, Fragrance

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