Xavier BRIEND

In the past 12 months, the team made China the number 1 market globally for Chloé's Atelier des Fleurs franchise and turned Chloé Beauty into one of the top 3 fastest growing brand online, in a challenging market.   How do you sustain and scale such performance ?   We started by owning Qixi (Chinese Valentine’s day) with a ‘Chloé en Rose’ flash store concept and the takeover of Shanghai’s most iconic flower shops. From August 14th to 19th, the flash store delivered : - 3,000+ consumers booked and visited - A Tmall (brand building !) livestreaming inside the pop-up becoming the #1 Tmall livestream in the period - A full consumer journey with the flower shops that made Chloé the go-to gifting choice for Qixi The business impact: - Sellout +25% for July–Aug on the total brand - New members recruitment +183% - 50M+ impressions, EMV $1.8M   By blending cultural relevance and breaking the silos between offline and online, Chloé Beauty turned a pop-up into a performance powerhouse.   #LuxuryMarketing #BrandActivation #Ecommerce #ChinaMarket #RetailInnovation #DigitalMarketing #ChloeEnRose #Tmall #KOLMarketing #Fragrance

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Longchamp Enters the Fragrance Game ✍🏻 Quietly Joining Beauty’s Power Network French heritage brand Longchamp is making a strategic leap, not with a handbag, but a bottle. Through a newly signed global licensing agreement with Interparfums, Longchamp is entering the fragrance market for the first time. The deal runs through 2036, with a debut launch planned for 2027 across its 400+ stores, department stores and travel retail. But this isn’t just another fragrance launch. It’s a look behind the scenes at how the luxury fragrance industry really works. What looks like a simple perfume bottle on the shelf is often the product of strategic licensing, complex partnerships and beauty conglomerates you may not even know by name. Here’s who’s really behind the scents: 🔷 Coty (20 brands): adidas, BOSS, bruno banani, BURBERRY, Calvin Klein, Chloé, Davidoff, ESCADA, ETRO, GUCCI, JIL SANDER, JOOP!, LeGer, Marc Jacobs, MEXX, MARNI, Nautica, Tiffany & Co., Vera Wang, SWAROVSKI 🔷 Interparfums, Inc. (14 brands 🆕 now including Longchamp): Boucheron, COACH, KARL LAGERFELD, JIMMY CHOO, kate spade, LACOSTE, LANVIN, LONGCHAMP, FERRAGAMO, MONTBLANC, ROCHAS, MONCLER, Off-White™, Van Cleef & Arpels 🔷 L'Oréal (13 brands): ARMANI, AZZARO, Cacharel, DIESEL, JACQUEMUS, Maison Margiela, MUGLER, Miu Miu, PRADA, Ralph Lauren, VALENTINO, VIKTOR&ROLF, Yves Saint Laurent 🔷 Puig (8 brands): ADOLFO DOMINGUEZ, AGATHA RUIZ DE LA PRADA, CAROLINA HERRERA, DRIES VAN NOTEN, Jean Paul GAULTIER, L’Artisan Parfumeur, NINA RICCI, rabanne 🔷 Shiseido (7 brands): ISSEY MIYAKE, ALAÏA, MaxMara, TORY BURCH, ELIE SAAB, Narciso Rodriguez, ZADIG & VOLTAIRE 🔷 EuroItalia (6 brands): Brunello Cucinelli, Versace, Missoni, Michael Kors, MOSCHINO, DSQUARED2 🔷 Estée Lauder (2 brands): TOM FORD, Balmain 🔷 Revlon (3 brands): Palm Angels, Juicy Couture, John Varvatos And then there’s a group of In-House Fragrance Powerhouses: iconic luxury brands that produce their own scents without external licensing: 🔷 LVMH Fragrance Brands: Bvlgari, CELINE, Parfums Christian Dior, KENZO Parfums, Fendi, Loewe Perfumes, Louis Vuitton, Givenchy Fragrances 🔷 Independent Icons: Bottega Veneta, Hermès, Cartier, CHANEL, DOLCE&GABBANA Coty is publicly reported to be exploring the possible sale of its business. Interparfums is reportedly among the early parties in discussions. For Longchamp, this move is more than fragrance, it’s about deepening brand storytelling, building emotional connection and entering a €40M+ opportunity space. #Longchamp #Interparfums #FragranceBusiness #LuxuryLicensing #BeautyIndustry #BrandStrategy #LuxuryBrands #Coty #Loreal #Puig #Shiseido #EsteeLauder #LVMH #Chanel #BusinessOfBeauty #FashionToFragrance #ConsumerGoods #LinkedInInsights

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Puig delivered strong growth in the first half of 2025, posting 7.7% YoY sales growth to €2.3bn. Acquired brands like BYREDO, Charlotte Tilbury Beauty, and Rabanne all reported increased revenue, delivering 6.5% growth in the fragrance and fashion sector, 1.4% in makeup, and 8.1% across skin care. But the strongest performance was the double-digit growth in niche fragrance, and +79% in profitability. Impressive numbers. 👏🏼 Historically Puig know when to scale, when to protect, and how to let a brand breathe without losing its essence. Geographic expansion has been smartly diversified. Asia-Pacific and the Americas are driving momentum, while growth is steady across EMEA. At the same time, they've shown operational agility, especially in managing tariff exposure with forward planning. In the niche-fragrance category BYREDO is Puig’s crown jewel and one I’ve loved for years – I wear Sunday Cologne or Mixed Emotions every day. The brand celebrates the diverse roots of founder Ben Gorham and has scaled through an artist-like precision to branding, growth without diluting its core identity, remaining emotionally resonant and visually minimalist. With over 100 stores and other product categories gaining traction, it could become Puig’s smartest acquisition. However, it also feels the next twelve months are a crossroads for BYREDO. How does the brand continue to scale at the same momentum? And what will be the creative and cultural impact of Gorman’s departure this year? Add to this some off-brand distribution choices (Argos? TJ Hughes?) and it feels like there is internal pressure to ensure it hits the numbers, even if it damages the brand equity. I’m willing Puig to hold their nerve. Charlotte Tilbury Beauty’s launch on Amazon is another example. It’s a big move into mass distribution and again needs to be executed with care. Puig is walking the fine line between accessibility and brand control, something many beauty companies struggle to manage successfully. Both examples feel a sign of the times. The market is tough and decisions need to be made to protect revenue, but in an industry where scale often erodes distinctiveness, I hope Puig continues to show a different path forward. DHR Global #BeautyIndustry #LuxuryFragrance #Puig #Byredo #CharlotteTilbury #Leadership #BrandStrategy #GlobalGrowth #BeautyBusiness #Innovation #LuxuryBeauty

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Louis Vuitton unveils luxe make-up line "La Beauté" in link with Dame Pat McGrath, the creative director. LVMH’s star brand said the launch expands the House's vision that’s “rooted in travel, creativity, and savoir-faire,” and introduces a “highly curated offering of the finest quality make-up, housed in objets d'art designed to be kept forever”.  It added that it’s “redefining beauty as a lifestyle, as an experience and as a dedicated art form,” and is setting “a new standard in luxury beauty”. What this means in practice is 55 lipsticks (after all, LV is 55 in Roman numerals), 10 balms and eight eye palettes with 20 August set for the Chinese launch, then 25 August as a wider digital pre-launch date and a global debut later next week. The company said those lipsticks, balms, and eyeshadows (priced from $160 to $250) are “objects of desire that echo the trunk-making, artistry, and cultural vision at the heart of Louis Vuitton, each with a McGrath twist. As with the Maison's most iconic pieces across fashion, accessories and fragrance, every detail has been considered, refined, and perfected”. Fashion Network https://lnkd.in/epEHNHwZ

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