Hermes Has Launched A New Perfume, The Millennium Generation Of Young Consumers Blessed!

Recently, French classic luxury brand

(Herm s) has launched a perfume called Twilly d 'Herm s s, mainly targeting young customers of the millennial generation.

Christine Nagel, a hershist of Hermes, said young women would wear Hermes scarves in various creative ways, which inspired her to create this perfume.

Nagel said: "young women now pursue freedom and creativity. They love to subvert and change everything.

As one of their favorite brands, Hermes should also innovate.

So I tried to combine the three mainstream perfume ingredients, make some bold changes in the recipe, and try to create a creative new perfume.

Above: Twilly d 'Herm s

The three materials of Twilly d 'Herm s are ginger, tuberous jade and sandalwood respectively.

According to Nagel, the amount of ginger used is usually very small when making perfume, but a lot of ginger is used in Twilly. The fresh extract of ginger is strong and pungent when it is just made.

Nagel said: "the fragrance of tuberous jade reminds people of the faces of young women. The round cheeks are childish, but they are also full of femininity."

Sandalwood usually gives people a very gentle feeling, but Nagel hopes that through sandalwood, Twilly d 'Herm s can have an animal general outdoor flavor.

Nagel said that these three ingredients have distinct characteristics, but they can be integrated into one another. Just like today's young people, they like to flock together and have their own strong personal characteristics.

Florence Manlik, the designer of the Hermes scarf, is responsible for the design of the Twilly d 'Herm s s bottle.

The bottle uses a pink glass bottle like a peach. The bottle cap is like a huge black hat. The whole looks like a carriage lantern that has been cut into only the first half.

The ribbon on the bottle uses the same silk fabric as the Hermes scarf, and each ribbon is hand-made.

Twilly d 'Herm s s will start selling in stores and department stores in most of the world's Hermes stores and third party distributors in August 28th, and will arrive in the Latin American market this fall. The launch of the Chinese market will be next year.

In France, the price of Twilly d 'Herm s s 30ml is 59 euros, the 50ml bottle is 88 euros, and the 85ml version is 122 euros.

Insiders estimate that the wholesale sales of Twilly d 'Herm s s will reach 25 million euros in the first year of the world.

The millennials have changed a lot about the perfumed shopping habits, which is one of the reasons why Hermes has launched perfume specifically for young consumers.

Marketing company Teads's Research Report "Millennial Fragrance Shopper" (

The survey of 1500 millennial consumers in the US and Europe shows that nearly 30% of the millennials will try out before buying perfume, while 38% young people will share their personal information with the brand so that they can send perfume samples to their homes.

Usually these young people try perfume in store, browse more relevant information on the Internet before buying.

Among the factors influencing the millennial generation buying perfume, the highest proportion was the smell of perfume, reaching 41%, while the outer packing was second, 35%.

"Although brands spend a lot of money on celebrity endorsements, only 4% of the millennials believe that this will affect their decision to buy perfume," Teads said.

For more information, please pay attention to the world clothing shoe and hat net information report.