Mickael Pan

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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Beyond the Product: Why the Future of Luxury is All About Experiences The rules of luxury are changing. Today's discerning consumers don't just want beautiful things – they crave moments that can't be bought twice. From private viewings at the Louis Vuitton atelier to parties in Dior's secret garden, brands get it: the product is just the start. The real value lies in experiences. The real value lies in the exclusive, transient, and deeply personal experiences wrapped around it. The Rise of "Experiential Luxury" Chanel's Métiers d'Art shows: these traveling performances (from Paris to Dakar) are not just fashion shows, they turn customers into insiders at exclusive, invitation-only events. Aman Resorts' Jet program: for $175,000, guests visit Aman hotels on a private Airbus jet, because the journey is just as important as the destination. Rolex's Yacht-Master Experience: buyers get more than just a watch; they get access to private regattas and sailing legends. Why This Shift? Scarcity wins: limited editions (such as Gucci's Epilogue collection) create a sense of urgency – “buy now or miss out forever.” Memories are more important than things: a $5,000 Picnic Bag from Hermès is more memorable than another handbag. Personalization equals Loyalty: Rimowa's engraved itineraries or NetJets' customized flight plans turn customers into brand ambassadors. The Takeaway Luxury is evolving beyond objects. The brands that are winning today understand that you're selling not a product, but a story that they'll tell for years to come.

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WELL DONE RICHEMONT The Richemont ad-hoc announcement for FY26 Q1 sales (first quarter ended 30 June 2025)highlights the following key points: 💲 Sales Performance: ▪️ Richemont reported strong sales growth in Q1 FY26, driven by continued demand for luxury goods. ▪️Growth was led by Jewelry Maisons (such as Cartier and Van Cleef & Arpels) and Specialist Watchmakers. ▪️The Americas and Asia-Pacific regions showed robust performance, with ▪️China contributing positively despite economic uncertainties. 🌍 Regional Breakdown: ▪️Asia-Pacific: Strong rebound, particularly in China, due to eased COVID-19 restrictions and returning tourist spending. ▪️Americas: Solid growth, though at a slower pace compared to previous quarters. ▪️Europe: Mixed performance, with some markets impacted by macroeconomic pressures. ▪️Japan & Middle East/Africa: Positive momentum, supported by local demand and tourism. 🧩 Channel Performance: ▪️Retail sales outperformed, reflecting strong in-store customer engagement. ▪️Online sales remained stable, with Richemont continuing to invest in digital capabilities. 🔭 Outlook: Richemont remains cautiously optimistic for FY26, acknowledging potential risks from inflation, geopolitical tensions, and currency fluctuations. The company will focus on brand investment, innovation, and client-centric strategies to sustain growth.

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Decathlon literally launched the Spotify of Football for clubs... 🤯 The French sports giant launched the world's first Football-as-a-Service subscription "Play Unlimited". ... and I love everything about it. Clubs pay €1 / month / ball instead of buying them. ⚽️ How it works? 1. Clubs subscribe for the number of balls they need. 2. Decathlon delivers them, maintains them, and replaces worn ones automatically. 3. When balls reach end ofl ife, Decathlon collects them for refurbishment or recycling. 🤔 "Why it's brilliant?", I hear you think. RECURRING REVENUE 💰 Instead of selling a ball 1x for maybe €20, they earn €12 per year while keeping customer relationships active. They also collect usage data & reduce waste by extending product lifecycles through professional refurbishment. ACCESS > OWNERSHIP 🔓 Clubs don't actually want to own footballs, they just want (access to) good equipment without extra hassle. Decathlon provides the OUTCOME (guaranteed playtime) rather than just the PRODUCT (balls). It's basically the Spotify model for sports equipment... similar to how people don't necessarily want to own music, they just want access to the songs. CIRCULAR ECONOMY ♻️ All of this is built with a circular angle that turns waste into revenue through refurbishment & recycling. Each year, there's 27,000 tons of football waste so any initiative is welcome at this point. 🚀 This is not the first smart move of Decathlon . While lots of retailers talk about innovation, they've been building the future of retail for the past 7 years. 🚴 2018: Launch of Kid's Bike subscriptions => families could pay €3-8 monthly & Decathlon automatically swaps it, handles repairs + insurance against theft or damage. 👩‍🔧 2020: Take back & second life program => Bring your gear to any store, they buy it back, refurbish it, and sell it to someone else at a discount price with full warranty. ⛷ 2021: customers can pay a monthly fee (between €25-95) to borrow ANY sports equipment. Over 60,000 users across 5 countries generate €20.6 million in rental sales for Decathlon already. ⛺️ 2023: tent rental service => instead of buying a tent for one time use, Decathlon piloted a rental service. Today, you can rent almost anything from Decathlon, as they shifted from "design, manufacture, market, sell" to "design, manufacture, market, subscribe/rent, sustain". They're proof of how companies can grow revenue while reducing environmental impact! ➡️ The businesses winning tomorrow won't be the ones selling the most products. They'll be the ones delivering the most value per product, over and over again. "Disrupt yourself before someone else will."

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Why France - Beauty's Birthplace - is Embracing Korean Innovation France created modern cosmetics. L'Oréal, Chanel, Dior – all French. Yet Korean brands are seeing 158% growth there. Why? The French Beauty Paradox: Traditional French beauty = exclusivity, luxury, "one size fits all elegance" Modern French reality = 20% immigrant population, diverse beauty needs, demand for innovation Our pioneering insight: In 2023, we launched the first K-Beauty popup iat Galeries Lafayette which became an instant success – proving there was untapped demand for Korean innovation in France's most traditional retail spaces. AGASKIN's Strategic Curation Philosophy: Instead of chasing trends, we carefully curated Korean beauty brands with long-term potential. We weren't interested in viral moments – we were building sustainable market presence. Each brand we brought to France was selected for their ability to stay relevant for years to come, not just months. Inclusive Approach: French beauty celebrated one type of French woman. We celebrated all types of consumers through our diverse activation campaigns. While French luxury was selling aspiration, we were selling solutions that work for real skin concerns. We brought curated Korean beauty brands that shared our vision – sustainable growth over quick wins. This wasn't about flooding the market with every trending product, but strategically introducing brands with proven formulations, consistent quality, and genuine innovation that French consumers could trust year after year. Through our education-first, curation-focused approach, we've proven that French consumers embrace Korean innovation when it's presented authentically. Our department store debut validated what we believed – that sustainable brand partnerships outperform trend-chasing every time. Our success comes from understanding that French consumers value quality, education, and authenticity over fleeting trends. You can also leverage AGASKIN's proven curation expertise for sustainable French market success. #FrenchBeauty #KBeauty #inclusivity #BeautyInnovation #CulturalIntelligence #MarketDisruption #InclusiveBeauty #AGASKIN #FranceExpansion #CuratedBeauty #LongTermStrategy

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Longchamp’s long-anticipated move into fragrance marks a strategic evolution for the brand On July 22nd, 2025, Longchamp signed an exclusive fragrance license agreement with Interparfums, extending through December 31, 2036, with the first launch slated for 2027. Historically, the company has been cautious about diversifying beyond its core leather goods business, a focus that proved wise. After years of volatility, Longchamp’s revenues peaked at over €800 million post-COVID, confirming the strength of its model. Today, the brand is well-positioned in the sweet spot between accessible luxury players like Tory Burch, Coach, or Michael Kors, and pure luxury houses that have made their handbags inaccessible for many through significant price increases, often 30% to 50% or more. Entering the crowded fragrance market will require careful differentiation. Longchamp has a unique opportunity to build on its playful and recognizable identity, particularly through its iconic Le Pliage, which could inspire personalized editions or collectible bottles, just as the brand has done with the bag itself. The challenge will be to strike a balance between commercial appeal and olfactive creativity, steering clear of generic mass-market scents while avoiding the elitism (and pricing) of certain niche brands. A great fragrance needs to be desirable, memorable, and aligned with the brand’s values: Parisian chic, freedom, and joy. This new chapter could prove to be a smart extension, if executed with the same discipline and flair that have defined Longchamp’s recent successes. Paul Roberts as an active expert what is your thoughts? #LuxuryMarketing #FragranceIndustry #BrandStrategy #AccessibleLuxury #Longchamp #OlfactiveIdentity #LePliage #LuxuryTrends #BrandExpansion #BrandEcosystem #BrandDiversification

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