Balmain Beauty has unveiled a new campaign to tease its debut fragrance launch in September 2024.
‘Projet Confidentiel’ highlights the French luxury fashion house’s upcoming “luxury fragrance experience”, which it has created in partnership with licensee Estée Lauder Companies (ELC).
Photographed and directed by Carlijn Jacobs, the campaign visuals show model Akuol Deng Atem holding a matte black unlabeled fragrance bottle flanked with Balmain’s logo.
A video teasing the launch was also released ahead of Balmain’s runway show at Paris Fashion Week on 28 February 2024.
Although the fragrance name has not yet been confirmed, an Instagram post from the brand said: “Confidentiel for Balmain Beauty”.
Olivier Rousteing, Creative Director of Balmain Beauty, claimed it is “a new beginning, a new era” for the house.
“It is more than a new chapter, it is a new book we are writing together,” said Rousteing.
“When I started at Balmain, I was dreaming about Balmain Beauty from the beginning.
"Beauty has always been part of my life, creating this with all the incredible team was a dream come true.”
Balmain signed its licence deal with beauty giant ELC in September 2022 to develop and produce a line of beauty products for the fashion house.
The agreement is similar to ELC's work with US luxury fashion brand Tom Ford, which it acquired in 2022 for US$2.8bn.
The beauty conglomerate had worked with the luxury fashion house even before this agreement, helping to develop its range of perfume and make-up lines since 2006.
This included the creation of Tom Ford’s signature scent Black Orchid.