In an international luxury and ultra-luxury beauty market that could double by 2027 to reach around $40 billion, major fashion houses intend to meet consumer demand by strengthening their diversification in this growing sector.
New storytelling, memorial compositions and couture bottles: focus on five brands that launched their creations High Perfumery in 2024.
Fendi Fragrances
By imagining this collection, Fendi wanted to draw olfactory portraits of several figures inseparable from its brand DNA. Big House for Adele Casagrande Fendi, founder of the House. Sweet Kiss for his daughter, Anna Fendi. Why not for his granddaughter, Silvia Venturini Fendi. Always mine et Hi love for his great-granddaughters, Delfina Delettrez Fendi and Leonetta Luciano Fendi. The Baguette for his great-great-grandsons, Tazio and Dardo Vascellari Delettrez Fendi.
The only exception to this family lineage is Kim Jones: the designer of Fendi’s Women’s and Couture collections – who left a few weeks ago – inspired here First Eartha perfume evoking his childhood spent in Africa. Memories encapsulated in minimalist bottles depicting a Roman arch and topped with a cap bearing the double F logo designed by Karl Lagerfeld in 1965.
Valentino, Anatomy of Dreams
From the cozy atmosphere of a theater to the scent of a cappuccino, with its first collection of Haute Parfumerie under license from L’Oréal Luxe, Valentino Beauty wanted to pay homage to its Roman roots. Just like Fendi, the House presents a score of seven scents with polyglot appellations – Golden night, Dream in Red, Behind The seen, Punk Romantic, Club Couture, The innocence of the air, Private Talk – presented in rectangular bottles topped with a studded cap, both a fashion signature of Valentino and a tribute to rusticatedthe characteristic stone cutting of Roman palaces.
The Rabanne Collection
To imagine the bottle for its first collection of niche perfumes, Rabanne has bet on a safe bet, drawing inspiration from Grillethe first juice launched by Paco Rabanne. 55 years later, the bottle is symbolically adorned with a golden version of the signature “Huit” motif to accommodate eight new scents.
And Rose 1969 also wants to pay homage to Grille, Mara Armor, Mesh Metal et Silver Skin intend to evoke the brand’s favorite mesh and materials, Oud Montaigne le flagship Rabanne, After Club et Night Soul Paco Rabanne’s evenings. The emancipation of women is embodied in Midnight Sexa nod to the photographic book “Nues” signed by Paco Rabanne and Jean Clemmer in 1969.
The Eternals of Balmain
Just like Rabanne with Grille, Balmain Beauty wanted to draw on its olfactory heritage to create its first line of Haute Parfumerie. Under the supervision of artistic director Olivier Rousteing, the label has revisited four of its references – Green Wind, Ivoire, Ebony et Carbone – which are accompanied by four new scents: Amber Salt, Rouge, Bronze et Infinite Blue.
A tribute to the first bottle designed by Balmain in the post-war period, the bottle is decorated with a monogrammed cap inspired by the “Labyrinth” motif imagined in 1970.
Bottega Veneta Fragrances
Venice, in all its facets. For its first perfume line developed within Kering Beauté, Bottega Veneta has designed five fragrances inspired by the City of the Doges. In the design of the bottle itself, the references are combined through the use of corrugated glass (the lagoon), marble (the palazzos) and wood (the stilts).
On the formulation side, the House wanted to celebrate the multiculturalism of the city by summoning ingredients from France and Morocco in Sunstrokefrom Italy in Come with MeSpain and Macedonia in Water Saltfrom Madagascar and Guatemala in Already Midnight or even from Brazil and Somalia in Alchemy. And “olfactory interweaving”as the brand describes it, in reference to its signature woven leather.
Related News :