{"id":31992,"date":"2018-04-26T10:54:22","date_gmt":"2018-04-26T09:54:22","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=31992"},"modified":"2019-01-23T10:59:17","modified_gmt":"2019-01-23T10:59:17","slug":"louis-vuitton-reveals-upcoming-launch-first-mens-fragrance-series","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/louis-vuitton-reveals-upcoming-launch-first-mens-fragrance-series\/","title":{"rendered":"Louis Vuitton reveals the upcoming launch of its first men’s fragrance series"},"content":{"rendered":"

This May will see Louis Vuitton introduce\u00a0five men’s fragrances and an oud perfume to its portfolio<\/span>…here’s what we know so far<\/span><\/p>\n

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The luxury fashion and beauty house is introducing five men’s fragrances and an oud perfume to its portfolio, WWD reports. The move follows the house’s re-emergence into the perfume industry in 2016 with seven women’s fragrances inspired by the allure of travel; prior to that, the brand had not released any new perfumes since the 1920s.<\/p>\n

This first men\u2019s range, which features five scents that don\u2019t directly target men (you won\u2019t see any Pour Homme inscriptions on the sleek bottles designed by Marc Newson) but, in the words of master perfumer Jacques Cavallier Belletrud, \u201care perfumes that a woman, or a man, would love to smell on a man\u201d.<\/p>\n

Created by the brand’s in-house master perfumer Jacques Cavallier-Belletrud, the new masculine fragrance collection spans a variety of different scents, with names including “L’Immensit\u00e9,” “Orage,” “Nouveau Monde,” “Sur La Route” and “Au Hasard.” The oud, which can allegedly be worn alone or layered with other scents, has been christened “Ombre Nomade.”<\/p>\n

“As we did for the feminine range, we wanted to offer something different,” Cavallier-Belletrud told WWD.\u00a0Louis Vuitton launched its first fragrance range,\u00a0Les Parfums, in 2016 – that line was aimed at women and has been successful not only among loyal clients but also younger consumers who may not necessarily be able to afford the label\u2019s pricey luxury items.<\/span><\/p>\n

\u201cIt\u2019s really a creative endeavor,\u201d Michael Burke, chairman and chief executive officer of Louis Vuitton, told WWD. \u201cWe don\u2019t have a specific plan. We are being guided by our nose.\u201d<\/p>\n

The new scents will launch in a selection of the brand’s global stores on May 31, while “Ombre Nomade” will launch in the Middle East and at Harrods in London on May 4, before being rolled out to additional stores in August.<\/strong><\/p>\n

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Belletrud is the brains behind each Louis Vuitton fragrance and he\u2019s been working on the men\u2019s range since 2013. This launch comes at a time when Louis Vuitton\u2019s \u201cmen\u2019s universe\u201d is a big focus at the brand (Off-White designer and Kanye West collaborator Virgil Abloh (below) will unveil his first men\u2019s designs for the label in June).<\/p>\n

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For a long time, the stereotype in men\u2019s perfumes was a clean, citrusy scent evoking outdated notions of a victorious or invincible guy, a clich\u00e9 that Belletrud wanted to avoid.<\/p>\n

The five scents include Au Hasard, a subtle blend of ingredients such as sandalwood and cardamom, which will please the most adventurous types, or l\u2019Immensit\u00e9, a zesty scent inspired by the pickled ginger served at sushi restaurants.<\/p>\n

Needless to say, these are not your average colognes. \u201cPerfume is not a commodity,\u201d Belletrud says. \u201cIt\u2019s full of emotions, like a dress or a pair of shoes, and addresses the deepest side of your personality because our choice of perfume is based on memory, which is built from when you\u2019re very young.<\/p>\n

\u201cIf you had a bad experience with rose or vanilla when you were little, you\u2019ll never like those smells. It\u2019s different for everyone. When someone smells jasmine from Japan or China it\u2019s not the same as someone from France.\u201d<\/p>\n

This last point is critical as Asia, in spite of its embrace of categories such as skincare and make-up, has never been very receptive to perfumes, especially the strong ones favoured in Europe or the Middle East. Things, however, are changing, according to Belletrud.<\/p>\n

\u201cWe\u2019ve been very successful in Asia,\u201d he says. \u201cFor instance, the Japanese, who are supposed to like light fragrances, have embraced some of our strong ones and I see some change in China also because they probably had enough of smelling the same thing and where there is quality and emotion they see it.\u201d<\/p>\n

\u201cThey also don\u2019t see the boundaries between men\u2019s and women\u2019s fragrances as much because there\u2019s less association with that so if they like the scent, they just buy it. But it\u2019s true that in China, Singapore or Japan, they don\u2019t like something too strong that doesn\u2019t reflect their personality but something that fits the culture and who they are.\u201d<\/p>\n

Belletrud calls this new shift happening among male consumers a \u201cnew masculinity\u201d. Louis Vuitton\u2019s pivot to men this year, of which this launch is a very important step, is set to reveal this new vision of menswear at the brand and will be a closely watched move in one of the fastest growing and changing segments of the luxury industry.<\/p>\n

A sixth Oud fragrance – Ombre Nomade – will also be released specifically aimed at the Middle-East market.<\/p>\n

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Souce: SCMP \/ Louis Vuitton<\/p>\n","protected":false},"excerpt":{"rendered":"

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