- 2024-08-31
- 阅读量：3853
- 来源｜Cosmetic Business Online
- 作者｜Liu Jia Hui
Further unlocking the growth potential of high-end fragrances.
On 27 August, Balmain Beauty, the beauty business line developed by French luxury fashion brand Balmain in collaboration with Estée Lauder Companies, officially launched its first fragrance collection.
In September 2022, The Estée Lauder Companies announced that it had entered into a Balmain Beauty licensing agreement with Balmain to collaborate on the development, manufacturing and distribution of an innovative line of beauty products, at which time the two companies were expected to formally launch the first products in the autumn of 2024.
This time, the new collection Les Éternels de Balmain, launched under the direction of the brand's Artistic Director Olivier Rousteing, consists of four classic fragrances, Vent Vert, Ivoire, Ébène, and Carbone, as well as four new fragrances, Sel d'Ambre, Rouge, Bronze and Bleu Infini.
Back in February this year, Balmain had already promoted the preview of this new range of fragrances. The collection is now available for purchase on Balmain's official website, starting at $300 (roughly Rs. 2,139) for 50 ml.
It is reported that Balmain brand by the famous designer Pierre Balmain was founded in France in 1945, his ‘New French Style’ for haute couture provides a fresh, bold and feminine concept, breaking many of the established conventions at the time, and helping post-war Paris regain the title of fashion capital. The fashion capital of post-war Paris.
The history of Balmain's fragrances dates back to the last century, when Pierre Balmain entered the perfume business in 1946 with the launch of his first perfume, Elysées 64-83, which was inspired by the telephone number of the brand's founder, Pierre Balmain. In 1947, Balmain launched Vent Vert, one of the most successful perfumes of the 1940s and 1950s. The look of the new collection follows the iconic Balmain bottle design of the square bottle, round cap and side-ribbed label, but with a modern twist.
Guillaume Jesel, Global Brand President, Tom Ford Beauty, Balmain Beauty and Luxury Business Development, commented on the new launch, ‘Balmain Beauty is creating a new, avant-garde space in the luxury beauty space that celebrates the iconic Balmain brand's heritage and spirit of inclusivity.Olivier Rousteing is one of the most successful designers of his generation, coming up with creative concepts at the intersection of past, present and future.’
Nathalie Berger Duquene, Senior Vice President, Global General Manager, Balmain Beauty, The Estée Lauder Companies, added: ‘Balmain Beauty demonstrates the brand's unwavering commitment to fragrance excellence, with an emphasis not only on the olfactory experience, but also on evocative emotions triggered by our iconic visual design. Our fragrances are imbued with power, conflict - the quintessential Balmain style rooted in diversity and inclusivity.’
● Screenshot from Balmain's official website
In recent years, the fragrance business has become the dominant business of Estée Lauder Companies. Estee Lauder announced its FY2024 results report, showing that the fragrance business sales increased by 2% to US$2.487 billion (about RMB17.752 billion), becoming the only growth business, including Jo Malone London, Tom Ford, Le Labo, Kilian Paris, Frederic Malle and Aerin Beauty, including Jo Malone London, Tom Ford, Le Labo, Kilian Paris, Frederic Malle and Aerin Beauty, the portfolio of high-end and salon fragrances, achieved faster growth in FY2024 and is expected to continue to grow in FY2025.
Moreover, Estée Lauder mentioned in its results report that ‘capitalising on the multiple growth drivers of high-end fragrances’ is one of its five strategic objectives, and that the company will further unlock the growth potential of high-end fragrances based on the extensive strength of its high-end perfumery products around the world.
Balmain Beauty's new fragrance line will further enrich Estée Lauder's high-end product matrix and also bring new earnings growth.
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