The Parisian fashion house had already seduced perfume lovers with the collection Replica and its fragrances evocative of memories and shared moments, launched in 2009 in partnership with L’Oréal. With Scentsoriumthe brand is now making its debut in the luxury perfumery segment, still within the fold of the global beauty giant.
Each formula of the collection of six gender-neutral fragrances (Blaze of Stillness ; Silent Fury ; Anguish and Awe ; Tender Defiance ; Delight in Despair ; Fit of Folly) is made from a deliberately limited number of ingredients, using a method that the brand describes as “ surgical sensoriality », in the manner of his haute couture creations.
This disruptive creative approach is reflected in the design of the bottle. With a simple appearance and a classic parallelepiped shape, it presents a fragmented glass, the internal tensions of which become visible.
According to Sandrine Groslier, Global President Luxe Fragrance Brands at L’Oréalthe collection required more than three years of development, with “ countless iterations ».
« The perfume market is experiencing a turning point. A new generation of consumers is emerging, seeking radical exclusivity “, she explains in a LinkedIn publication.
With a price of 330 euros (350 dollars US) pour 75 mlthe Scentsorium collection marks a real move upmarket compared to the more accessible proposition of the Replica line, and is positioned at the upper end of contemporary high perfumery.
This launch is part of the sustained growth of the high-end perfumery segment and expands the L’Oréal group’s high-end perfumery portfolio, which already includes the fragrances Anatomy of Dreams by Valentino Beauty and Armani/Privé Haute Couture Parfum by Armani Beauty.
At a time when competition is strongly intensifying in this coveted space, Maison Margiela’s new proposition nevertheless intends to stand out through its aesthetic radicality, and thus respond to a market developmentwhich no longer allows itself to be seduced only by exceptional raw materials or by the prestige of signatures but also demands truly distinctive products.
