LVMH-owned Louis Vuitton is set to release its first fragrance collection in 70 years.
The collection, called Les Parfums Louis Vuitton, is due to hit shelves in September and will initially only be available in Louis Vuitton boutiques (some of which are included in sister company DFS Group’s network).
Les Parfums Louis Vuitton was created by in-house perfumer Jacques Cavallier-Belletrud, who was appointed in 2012. He has previously developed scents including Acqua di Gio from Giorgio Armani and Issey Miyake’s L’Eau d’Issey.
The fragrance collection centres around pure floral notes, as well as a new note from Louis Vuitton leather. An innovative CO2-extraction method has been developed to preserve the essence of the flowers, which include Grasse rose and jasmine.
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Louis Vuitton launched its first perfume, Eau de Voyage, in 1946. The fragrance was discontinued soon after.
LVMH Perfumes & Cosmetics business group recorded organic revenue growth of +8% in the first half of 2016. On a reported basis, revenue growth was +5% and profit from recurring operations increased by +9%.
The P&C division accounts for around 13% of LVMH’s business.
