Brand new space dedicated to fragrances and costume jewellery

Here's a brand new space dedicated to fragrances and costume jewellery.

To delight its customers, La Mûre Favorite has just launched its online shop.

For many years, the Lyon-based boutique « La Mûre Favorite » has been developing the concept of designer fragrance. In this unique universe, perfume is king, but its creator is in the forefront, as each fragrance is unique, each fragrance tells a story.

The perfumer is an artist who composes and creates new scents.

A perfume is both a form of art and a consumer good. To ensure its success, it has to please and seduce.

Five years ago, Frédéric Malle invented the term « perfume producer » and took the opposite view of the trends of the time by launching a totally original concept: Proposing to the public exclusive perfumes created with absolute freedom by the foremost « noses » of the industry and sold under their own creator's signature.

It is out of love for real perfume that this independently minded perfumer decided to dedicated himself totally to « beautiful perfumery ».

Born in a world of perfumes (he is the grandson of the founder of Christian Dior Perfumes), where he has been working since 1986, Frédéric Malle has an innate sense of olfactory balance and a wide knowledge of the raw ingredients used in perfumery.

The 4 basic principles of Editions de Parfums are:
- Offer nothing less than products of the highest quality,
- Ensure each creation is signed by its own author,
- Distribute the collection only in sales points where expert staff can offer consistent personalized and honest advice,
- Assign to each perfume a sale price proportional to its manufacturing costs.

Faithful to these principles, the company continues to produce new genre scents and to revisit perfumery’s great classic themes.

The Editions de Parfums Frédéric Malle are a link between the public and the best perfumers of our times.

There is no possible confusion either with commercial perfumes or with so-called « bespoke » perfumes. These are veritable works of art, created by the imagination of the most renowned « noses ».

He asks his like-minded perfumers to create « their ideal product » without any instructions, marketing, or concerns about its cost price.

Once produced, each composition is presented in a unique bottle of simple design.

Marionnaud welcomes new niche brands

French perfumery chain Marionnaud has unveiled the arrival of new niche brands to be distributed on its shelves on an exclusive basis for the perfumeries circuit in France.

Spanish baby skincare brand Imagicare, French organic beauty brand Huiles & Baumes and French fragrance brand Parfums Fleurs de Bach will make their debut in the chain, respectively, this April, May and June. The retailer targets organic cosmetics brands, ethnic brands and brands targeting teenagers.

Marionnaud signed its first exclusivity contract in May 2005 with US skincare brand Freeze 24/7, and currently has a portfolio of 16 niche brands, on a similar agreement basis. The most recent Marionnaud partnerships were with French skincare brand Qiriness last November and Canada-based beauty brand Shunga Erotic Art in February.

Another reason for the strategic partnerships may be to better compete with LVMH-owned rival and compatriot Sephora, that has made the offer of exclusivities a key point of its strategy.