Reposition! Atelier Cologne Focus on Asia Market
- Chaileedo Press
- Nov 21, 2022
- 2 min read
According to Fashion network, Atelier Cologne, a high-end perfume brand of L'Oreal Group, released a new brand remodeling strategy and said that it would focus on the Asian market in the short to medium term.
"In recent years Atelier Cologne has grown considerably in Asia, mainly in China where we are also present on T-Mall," says Philippine Lesieur, marketing director of Atelier Cologne. He added that the brand currently has 20 sales points in the world, including Asia and the Middle East. This year, Atelier Cologne also opened a new store in Guangzhou.
According to reports, at the beginning of this year, Atelier Cologne launched a series of special perfume called the Rare collection. This series of perfume liberated themselves from citrus perfume and launched woody, sandalwood or oud-based perfumes. The smell seems to be designed specifically for the Asian market. The latest product is 'Encens Celeste", a blend of incense, bergamot and rockrose, priced at 103 euros for 30ml.
Atelier Cologne was founded in 2006 and acquired by L'Oreal Group in 2016. Sylvie Ganter said: “We are delighted to benefit from the Group's retail and digital expertise and L'Oréal Luxe's olfactory expertise to make the brand even more successful.“
In 2017, L'Oreal Group opened its first Atelier Cologne store in mainland China. At the end of 2018, Atelier Cologne signed Jay Chou as the first spokesman in mainland China. In January 2019, Atelier Cologne entered Tmall and started online sales.
Atelier Cologne announced at the beginning of 2022 that it would withdraw from the North American market, no longer sell products in any stores or retailers, and its e-commerce channels would no longer provide goods to the region. In its local market France, Atelier Cologne closed its store in Marais in September last year and currently only operates in La Samaritaine.
It is worth mentioning that in October this year, L’Oreal creates Luxe Fragrance Brands department. It is reported that perfume includes six brands: Maison Margiela, Atelier Cologne, Viktor & Rolf, Azzaro, Diesel and Cacharel. Sandrine Groslier, the new president of the department, said that the goal of establishing the new department is to make its perfume brand achieve more stable and sustainable growth in the context of the rise of the global fragrance industry.
Source：FASHION NETWORK、WWD
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