In a bold step aimed at strengthening its foothold in the luxury fragrance arena, The Estée Lauder Companies (ELC) has revealed plans to launch a magnificent Fragrance Atelier at 14-18 Rue Volney, right in the heart of Paris. This cutting-edge facility will play a key role within the forthcoming “Maison des Parfums,” which is designed to centralize ELC’s global fragrance brand teams based in the city, honing in on marketing, creative design, and product development.
Atelier Features and Purpose
Nestled conveniently near ELC’s main Paris office, the new Atelier is currently under construction and is set to welcome visitors in 2025.
Stéphane de La Faverie, Executive Group President, conveyed his excitement over the creation of this space, calling it a vital hub dedicated to the art of fragrance. He pointed out that the Atelier’s prime location will foster closer ties with both the corporate team and fragrance partners, paving the way for innovative collaborations and faster product launches.
Structure of the Maison des Parfums
The Maison des Parfums will not only feature offices but also dedicated spaces for creative teamwork and content production. The Fragrance Atelier will occupy the top floor, boasting rooms specifically curated for co-creation, assessments, and innovation.
Sumit Bhasin, Senior Vice President of Global Fragrance Innovation, Product Development, and Research & Development, remarked that the Atelier will significantly enhance ELC’s fragrance innovation capabilities. He expressed his aspiration to nurture stronger partnerships within the vibrant Parisian innovation community, ultimately driving improved efficiency and responsiveness.
Expanding ELC’s Fragrance Portfolio
With a rich and varied fragrance portfolio that includes illustrious names such as Jo Malone, Tom Ford, Estée Lauder, Le Labo, Clinique, Kilian Paris, Éditions de Parfums Frédéric Malle, Aerin Beauty, Aramis, and Balmain Beauty, ELC stands poised to elevate its fragrance game further with this new venture.
Source: Premiumbeautynews