Provence & Côte d’Azur: Louis Vuitton makes long awaited fragrance comeback
Louis Vuitton to open perfume factory in Grasse
The famous fashion house, Louis Vuitton, is set to storm the perfume world with the arrival of a new fragrance to add to its long line of luxury products. The style king plans to follow in the footsteps of leading perfumeries Molinard and Galimard to launch the sweet scent in the perfume capital here on the Riviera in Grasse.
The luxury label, well known for its ‘LV’ monogram, has announced the launch of its first fragrance since 1930.
The French fashion house follows leading brands such as Chanel, Dior, Hermes, Cartier and Guerlain in seeking the expertise of perfume professional Jacques Cavallier. With such a master perfumer pioneering the project, the company gets set to make its long anticipated comeback into the fragrance world and match the success of its existing handbag, jewellery, clothing and watch collections.
According to WWD Fashion, Beauty and Retail news magazine, CEO of the company Yves Carcelles said the pair had officially started work on the scent, although there is not yet a date for release. “We are just at the beginning of the journey. We’ve recruited the famous ‘nose’, Jacques Cavallier, and we’re in the final phase of buying a country house in Grasse where the perfume laboratory will be built.”
Carcelles said the 18th century neglected country mansion was the perfect place to carry out the multi-million euro project.
Grasse produces over two-thirds of France’s natural aromas - for perfume and for food flavourings - and is widely acclaimed as the perfume capital of the world.