INCC Parfums, which specialises in the creation, development, marketing and sales of perfume products, is on a mission to break a €30 million sales threshold by the end of the year, with an increase of +25% over 2022.
INCC President Philippe Lentz said: “After closing last year with a +16% growth over 2021, INCC keeps accelerating its development thanks to a consolidated partnership with its distributors and to a strong launch plan of new initiatives.”
Key to the group’s plan is the Mercedes-Benz Land, Sea, Air Trilogy for Men. The three fragrances, which were revealed earlier this year and are now rolling out into travel retail, will be available worldwide by May 2024.
Created by French Master Perfumer Anne Flipo, Mercedes-Benz Land, Sea, Air is described as a “tribute to layering”. The fragrances can be customised, worn separately or combined, and are available as individual eau de parfums or as a trilogy, with the packaging combining to form the signature Mercedes-Benz star.
The trilogy launch is backed by a campaign shot by film director Axel Delwarte in locations throughout Iceland. It features French Kite Surfing Champion Valentin Garat, who is deeply committed to ocean protection and boasts a strong social media following.
Lentz also noted the launch of an AMG perfume range, scheduled for early 2024, followed by a new collection from Maybach.
“Our strategy to take the Mercedes-Benz perfume brand to the next level is supported by our distribution partners who also anticipate to open new customers segments with AMG and Maybach,” he said.
As reported, INCC sealed a partnership with luxury French brand Vilebrequin late last year, with a collection of fragrances for adults and children set to launch in 2025.
“As a major source of growth for the following years we will significantly add more resources to expand our travel retail business,” Lentz added. He said the group is recruiting new talent and underlined its commitment to B-Corp certification, which should be finalised during 2024. 
