Fighting trend fatigue: Authenticity and craftsmanship the future of fragrances – L’Artisan Parfumeur

Consumers are increasingly educated about fragrances and conscious about marketing gimmicks, said Thomas James, Chief Brand Officer of L’Artisan Parfumeur.

“After decades of ‘trends’ in the fragrances category, I think that consumers have become a little fatigue and are looking for authenticity. This has been the philosophy of L’Artisan Parfumeur since the very beginning — creating​ stripped-down versions of fragrances with an authentic, genuine, and sincere approach.​

“Each scent is a unique narrative of the perfumer, without considering any trends and marketing tricks. Beyond products, we seek to celebrate one of the oldest French savoir faire (know-how) and craftmanship, and we believe that people are more and more receptive to this authentic and meaningful approach,” ​he told CosmeticsDesign-Asia​.

He added that this method of creation is how some of the brand’s “most creative and breakthrough” fragrances were born.

“At the heart of our fragrance collections lies a commitment to using the finest natural ingredients sourced from around the world. For instance, we are pushing the boundaries of perfume creation with the use of vegetable notes for the Le Potager range.​

“For the ​Les Paysages collection, our perfumers interpreted French landscapes through one key ingredient for each scent, such as a marine accord for Un Air de Bretagne, a mandarin note for Mandarina Corsica, a rice accord for Le Chant de Camargue, and mimosa for Soleil Provence.”​

The brand’s signature scents are extended in ancillary formats, including hand creams, solid soaps, exfoliating washes, and hand and body lotions, to encourage layering.

It aims to apply the same artisanal approach to the development of these categories in the near future.

Carving a multisensory retail experience​

Founded in 1976, L’Artisan Parfumeur has established worldwide presence, with its first ever boutique in South East Asia opening in Singapore this October.

The store, located at Takashimaya Shopping Centre, marks a pivotal milestone in the brand’s expansion to the “dynamic and multi-faceted SEA market”.

“For over four decades, L’Artisan Parfumeur has been the unrelenting custodian of perfume artistry, which has earned us a global fanbase. Now, it is SEA’s turn to experience it. Singapore is as a regional hub and a reference point for SEA. It is the ideal place for us to start our journey in this region and to join other successful niche brands already in the market,” ​James shared.

Designed to be more of a lieu de vie​ (living space) than a retail store, the Singapore boutique hopes to provide visitors with the opportunity to discover, discuss and immerse in fragrances.

“The experience that people have in our stores is crucial to convey the sincerity of our relationship with perfumers, authenticity in our approach, and innovation in our creations. ​

“Educating our sales team to become true fragrance connoisseurs and to be able to deep dive into our creations​ — whether it is about the vision of the perfumer, background of ingredients, or history of a certain accord — is paramount. So many brands simply scratch the surface of the perfumery universe, when there is so much more to tell and explore.”​

In addition to a consultation area where visitors can engage with the staff, the store offers gift wrapping that pays homage to French craftsmanship. Customers are also invited to do wax seal stamping for an added personal touch.

Furthermore, the interior decor fuses aesthetics and olfactory components to deliver a tranquil ambience. Natural elements, such as wood, stone and plants, are also incorporated to remind visitors of the fragrances’ botanical origins.