Lancôme’s new flagship feminine fragrance, La Vie Est Belle, has got off to a flying start in both domestic and travel retail markets, according to the brand. The scent was unveiled earlier this year in Saint Jean Cap Ferrat, France, at a launch event attended by around 300 international media (including The Moodie Report), retailers – and the fragrance face, actress Julia Roberts.
“Just a few short weeks after its launch, La Vie Est Belle has already established itself as an exceptional success worldwide, as well as being THE launch of the season,” noted L’Oréal Luxe Travel Retail Worldwide.
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La Vie Est Belle has enjoyed high-profile support in the global travel retail arena |
According to NPD, in September, the scent was number one in five key European markets (France, the UK, Spain, Italy and Germany). For the month, it attained a market share of 3.3% in Germany and 5.3% in France, with a peak of 7.7% during the week of 10 September.
In Switzerland, La Vie Est Belle achieved the top spot with a 4.6% share (Nielsen). It also ranked number one in Sweden, Finland and Poland, and at selective retailer L’Etoile, in Russia.
In the US, the fragrance was the number one launch, and is enjoying a number two ranking in feminine fragrance for the cumulated first seven weeks post-launch, with a 2.4% market share, according to NPD USA.
In travel retail worldwide, La Vie Est Belle has been supported by a high-profile advertising and promotional campaign, both within and outside the retail environment.
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