LV Wants To Return To The Fragrance Market 7 New Products In September.

　　 LV Michael Burke, the chief executive, said last month that the French brand is 70 years old. Luxury goods The company decided to return to the perfume market in a high-profile way: "we saw perfume. market Once again, perfume was once popular all over the world, and now it is a new craze. If we want to get a share in the competitive market, we must cater to the tastes of consumers, which is not an easy task. "

LV has built its own perfume factory in Glass, a picturesque French town, full of roses, lavender, jasmine, tuberous flowers, and so on, which is the world's perfume capital.

In 2013, LV bought perfume Fontaines Les Parfumees, an old shop founded in seventeenth Century, surrounded by lush lawns, decorated with various fountains and planting more than 350 flowers and plants.

The perfume factory opened in 1640. Due to its disrepair, it appeared a dilapidated scene in the last century. LV has renovated it, and has built the most advanced laboratory in the top floor. It invites Glass's third generation of perfumer and heavyweight Jacques Cavallier Belletrud to be responsible for perfume research and development.

In July, Mr. Cavallier Belletrud told reporters in New York that LV gave her absolute autonomy: "no rules, no budget restrictions."

LV at such a cost, people are curious about its upcoming perfume products, but at present, they are still in a state of strict secrecy. It is said that the brand will launch 7 fragrances at once, and will have leather, Wan Xiangyu and other fragrance. The outer packaging is a crystal bottle designed by Marc Newson. It will be listed in 473 stores in the world in September.

"We can't tell too many people what we actually have in the bottle before we go on the market," Cavallier Belletrud told the reporter cheerfully. The fragrance master created Lssey Miyake's "water of life", Dior's "Midnight Poison" and Stella Mccartney's "Stella". "Perfume is the most high-end product in the cosmetics market and is full of mystery to consumers," he said.

Jacques Cavallier Belletrud

"The most sensitive noses in the world are concentrated in this town," he said in Glass's perfume laboratory. "Though peaceful and peaceful, the competition is as fierce as the outside world." This perfume factory is decorated with multicolored glass, which is full of originality in design and sparkling with wonder in the sunlight. He continued: "we are not only tinkering with bottles and bottles, but also studying their chemical reactions. This is a piece of work."

He carries a bottle of jasmine extract, and the 35 ounce stuff is worth more than 130 thousand dollars, which is 3 times more expensive than gold.

Crossing the hallway from Mr. Cavallier's office is the seat of Fran OIS Demachy, the Dior's fragrance technician. Dior and LV are the brands of MOET & CHANDON Hennessy Louis Vuitton group, the parent company. This year, Dior is also preparing to strengthen its position in the perfume market.

This spring, Dior also set up its own studio in Provence, Ch teau de La Colle Noire, which is a beautiful manor in Provence style. Mr. Christine Dio bought this manor in 1951, and he spent her old age in the country cottage until he died in 1957.

In 2013, Dior bought the property and refurbished all the rooms, including Dior's former offices and halls. It also designed rooms with different themes to recreate the style of the house of Xia gal, Bernard, Picasso and Daly, and invited several Lucky Brand Ambassadors, executive officers of MOET & CHANDON Hennessy Louis Vuitton group and several media reporters to come and stay there.

This villa is not open to the public, but the people who are interested in it may wish to start a bottle of La Colle Noire, which is a new perfume inspired by this building. It combines Glass's local Rose de mai, which sells for $210 per bottle.

Frederic Bourdelier is the director of Dior perfume products. He said: "this initiative is a crucial strategy for Dior. This manor is the soul of Dior. We read the spirit of Dior and understand the brand image that Dior wants to show to the world. This is the love of Mr. Dior, which has had a great influence on him, whether in his personal life or in his career. In the past, it belongs to Dior, and now it is the core of Dior. In the future, it is the hope of Dior. " A few days before his interview, the expensive estate had just hosted a party, and celebrities such as Bela Hadid and Richard Theron attended.

Under the situation of economic instability and frequent fluctuation of exchange rate, the two cosmetics giants seize the perfume market, which is a big impact on the luxury industry. According to data from market research firm Euromonitor International, global sales of top perfumes are expected to reach US $29 billion in 2016, and 3-4% is expected to increase every year by 2020.

LV attaches great importance to perfume products and regards it as the last jigsaw puzzle of the market territory. Mr. Burke, CEO and chief executive, said: "in the past 20 years, we have developed various kinds of shoes, jewelry, jewelry and other products, almost all aspects of the consumer's daily life. Perfume is a necessity of people. Every day people give people the first impression through perfume. Therefore, we regard it as the last brick and tile to build the brand empire. This time we invest so much in the early stage development, we can see our attention and expectation. Perfume is a world full of dreams and emotions. If we succeed in capturing the psychology of consumers, we can get the trust of consumers. They will maintain a high degree of brand loyalty and continue to buy our products.