françois demachy

Louis Vuitton is launching its fragrance activity in September 2016. At last!

Louis Vuitton is launching its fragrance activity in September 2016. At last!

Here is probably the longest and the most awaited fragrance project of all: Parfums Louis Vuitton. I do remember the first time a fragrance project was mentioned to the malletier, it was almost 10 years ago. At that time, everybody would say that Louis Vuitton did not need a brand territory extension such as fragrances. The context at that time tend to push certain brands to a massification of their offer, and fragrances represented for some of them a way…

Givenchy Dahlia Divin, and let there be light.

Givenchy Dahlia Divin, and let there be light.

Givenchy has breaking news as the French Fragrance brand launches a new variation from the Dahlia franchise. After the launch of Dahlia Noir in 2011, it is a success story connecting haute-couture and perfumery. For the new fragrance called Dahlia Divin, this new fragrance was built as a haute-couture dress. Between light and deep, soft and strong, white and gold. It is a gently warm femininity proposed in this new opus by Givenchy, featuring Alicia Keys as the new face…

Louis Vuitton fragrance plans revealed

Louis Vuitton fragrance plans revealed

A little more than one year ago, LVMH announced the recruitment of Jacques Cavallier. One of the most talented Master Perfumer of his generation whose career up to now was written on the path of success. With the project of launching the very first Louis Vuitton fragrance, only an in-house Perfumer would be able to translate the environment of such a luxury brand. LVMH wishes to do things right. A couple of years ago when they hired François Demachy, Master…

Louis Vuitton Parfums, a new journey.

Louis Vuitton Parfums, a new journey.

In the Fragrance industry we can have historical Fragrance houses, the Cosmetic brands, we have the fashion houses, the jewelers or even very “marketed” brands. And now we have Parfums Louis Vuitton. This french luxury house is at the same time a summary of the entire luxury industry. A great heritage, a timeless elegance and a sexy creativity either thanks to their Artistic Directors but also with great artistic collaborations. And now they are going to have Fragrances. Since Marc Jacobs…

Miss Dior Chérie, Marketing wins…

Miss Dior Chérie, Marketing wins…

It is official, The Fragrance Brand Christian Dior has decided to call Miss Dior Chérie as simply as Miss Dior. But what happens to the 1947 Miss Dior? Well, it becomes now Miss Dior “Original”. What should we think about it? 1947 Miss Dior represented the uniqueness of Dior with its new look. The war was over and everybody was looking for something new, something exciting… a renewal. And since then, Miss Dior parfum was a big hit. This beautiful…