For its first fragrance launch in 70 years, Louis Vuitton fits right into the latest market trend.
As star-fronted fragrances take a step out of the limelight (sales of prestige celebrity scents slipped 5 percent between 2013 and 2015, according to The NPD Group Canada), consumers are increasingly spritzing bottles in two other categories: designer (up 7 percent in the same timeframe) and artisanal (up 49 percent). While designer parfums still own the biggest slice of the pie (81 percent market share), interest in artisanal is the fastest-growing.
The latest fragrance trend seems to take cues from the latter: the launch of entire luxe collections all at once, prioritizing heritage-inspired or top-quality ingredients; offering a sense of specialness and exclusivity via limited availability (and higher price tags); and weaving more in-depth narratives.
“By offering a variety of high-end blends, a brand can retain its core customers and attract new ones with more fashionable stories surrounding the house,” says Marian Bendeth, global fragrance expert and founder of Sixth Scents.
Here, four multi-bottle launches to please fame-fatigued fragrance-philes:
Bottega Veneta Parco Palladiano captures different moments in a day spent in the Palladian gardens of Veneto, Italy, via six unisex fragrances. $330 each, at Holt Renfrew Yorkdale
Yves Saint Laurent Le Vestiaire des Parfums takes inspiration from five signature designs of the Parisian fashion house: Tuxedo, Caban, Saharienne, Trench and Caftan. $280 each, at select Holt Renfrew stores
Maison Lancôme Les Parfums Grands Crus includes three ouds and three florals, and revisits Lancôme founder Armand Petitjean’s desire to bring French perfumery’s high-end craftsmanship and art of blending to the world. $215–$235 each, available September at Saks Fifth Avenue
A version of this article was originally published in the Fall 2016 issue of Cosmetics magazine.