Don't do advertising, refused to mass production, this small perfume brand is becoming more and more popular

'Elegant perfume taste should return to the nature of itself' now there are a lot of XX Lab ( Laboratory) , run counter to the production line, the carefully crafted production moved to retail stores, was born in New York the perfume brand Le Labo ( The meaning of French, laboratory) Is one of the brand of this trend. Le Labo don't do advertising, refused to mass production, only in his shop and a small amount of advanced retail stores ( And its online platform) Colette sales, such as Barneys New York and Paris. It is years since Paris Fabrice Penot and Eddie Roschi in Armani perfume to create the brand, by all investors refused to reason. But less than two years, Le labo has attracted W magazine, the New York times and other media's attention, to the fourth year, annual sales have reached thousands of dollars. Fabrice Penot and Eddie Roschi, worked in Armani perfume company together with the expansion of the 'money' principle, at the time the world's only open an independent store. However, since it acquired by estee lauder, the pace are much faster. Now in the United States, Europe, Hong Kong, Korea, Paris, London and Tokyo have independent stores. And in high-end department stores, the Net - Nordstrom, Barneys New York a - Porter and Saks Fifth Avenue. Recent Le Labo into Australia, in Melbourne's first independent stores will be officially opened in March, this is the first flagship store. Besides perfume laboratory, also to sell household goods and accessories. Just like its name, Le labo shop decoration looks a bit like some rough science laboratory. Will you choose good perfume, flavourists in the scene manually allocate, namely fashion bottle, and labeled with your name and the name, flavourists date of modulation identification. Basic price in dollars to $( Can be used - at the age of) Range. Le Labo store general fragrance products in the United States, a large part of the cost spent on marketing. Founded at the beginning of the two people don't have enough money, he decided to give up this part, the money to use on the products and flavouring division, it further enhance the brand essence of Le labo. 'Perfume industry is made up of several large companies billions of monopoly industry, introduced each year thousands of new fund, canny advertisements, perfume is nothing new, increasingly popular, the lack of creativity and personality. 'Fabrice Penot says. Therefore, Le labo no fanfare, sexy or sell independent advertisements, think perfume taste should be the nature of itself, is an extension of the individual personality. So even the name of the perfume is the existence of the emphasis on the product itself. Each perfume named after the main material, followed by the Numbers, needed to make the perfume spices species number, such as one of the best-selling products Rose, with hundred petals Rose and Damascus Rose as main ingredient, accounting for more than half the weight of perfume, with the material. Rose, in addition to its unique products and experiences attract media reports, Le Labo increase brand influence, is the flavor of launching a city on a regular basis, and only in the city of selling, such as Los Angeles floral and musk smoky, Dallas, New York and pure vanilla flavor, etc. In addition, Le labo for hotel also customize fragrance, such as Fairmont group, Le Meridien ( Amy hotel group) ACE Hotel, New York and Gramercy Park Hotel. They are some also opened a shop in the hotel. Coincided with niche the trend of perfume, Le Labo in years because Santal this scent is a fire, GQ designer Griffin, Funk, had said on Twitter, 'now if a person smells like Le Labo Santal, will feel very strange. 'Penot feel very lucky and flattered,' we have some very fanatic series. 。 。 But Santal are completely different degrees of success. 。 。 As a perfume manufacturer, would you secretly want to, but never look forward to have a greater influence. If you are very, very lucky, your life will only happen this time. 'Santal according to size by the end of month in the second quarter earnings, Le Labo and Jo Malone, Editions DE Parfums Frederic Malle and Tom Ford high-end perfume brands together, become a estee lauder's fastest-growing category. 'The luxury brand is mainly composed of a few strong perfume, of course, social media', estee lauder, chief executive of Fabrizio Freda said. Pictured above, this paper figure from: Le Labo editor: huang rui