Desirée presents novel fragrance retail format

Published: 9-Jan-2015
Fragrance Retail

Italian brand strips bottles of all branding and organises fragrances by note

You need to be a subscriber to read this article.
Click here to find out more.
Desirée presents novel fragrance retail format

Italian cosmetics company Desirée has opened a concept perfume store in Milan with a big difference – fragrances are stripped of all branding and organised by scent.

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
See more

You may also like

Fragrance
Chanel signs singer Gracie Abrams as Coco Mademoiselle Ambassador

Chanel signs singer Gracie Abrams as Coco Mademoiselle Ambassador

Read more
Chanel has named the 26-year-old Grammy-nominated artist the face of Coco Mademoiselle Crush Absolu – the first new scent addition to its Coco Mademoiselle fragrance collection in six years

Trending Articles

  1. Rituals to spend €40 million refurbishing 1,500 boutiques across 30 countries As part of its ongoing commitment to specialised physical retail, the Dutch beauty retailer is undertaking its largest European store upgrade project to date, aiming to refit 1,500 boutiques across 30 countries in just 30 working days
  2. You need to be a subscriber to read this article.
    Click here to find out more.
    Gels, milks and micro pearls: the new textures pushing fragrance boundaries New sensory formats in fragrances from the likes of Dolce & Gabbana Beauty, Guerlain and Noyz are pushing scent innovation with novel textures, and experts say there will be more to come
  3. TikTok reveals beauty industry impact as part of £10 billion contribution to UK economy In a new report, TikTok has outlined how the social media platform is ‘a window into the real world’, driving footfall to independent shops, as well as showcasing beauty brands
  4. Valentino Beauty unveils Vendetta, its first prestige fragrance franchise in six years The luxury fashion house's new Vendetta fragrance family incorporates two scents, marking ‘a new olfactive chapter’ for Valentino Beauty
  5. Estée Lauder Companies executive Kendal Ascher’s cause of death revealed Estée Lauder Companies Kendal Ascher died at his New York, US, apartment in February after feeling lightheaded while having a shower, with his husband, William Howe, attempting to help him before he passed away in his arms

Upcoming event

Anti-Ageing & Skin Health: The Actives Driving Growth

10 September and 17 September 2026 | Virtual See all

You may also like

Fragrance
Chanel signs singer Gracie Abrams as Coco Mademoiselle Ambassador

Chanel signs singer Gracie Abrams as Coco Mademoiselle Ambassador

Chanel has named the 26-year-old Grammy-nominated artist the face of Coco Mademoiselle Crush Absolu – the first new scent addition to its Coco Mademoiselle fragrance collection in six years
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics
Analysis: L'Oréal must address what Gucci Beauty stands for in licence takeover

Analysis: L'Oréal must address what Gucci Beauty stands for in licence takeover

With L’Oréal set to acquire Gucci’s beauty licence from Coty sooner than expected, we discuss what the giant can do for the luxury fashion house – from addressing Gucci Beauty’s identity crisis, to building a make-up line that can mature and build equity
Retail
Sephora Global COO Alexis Rollier exits after 14 years

Sephora Global COO Alexis Rollier exits after 14 years

During his time at the LVMH-owned beauty retailer, Rollier worked to build and strengthen Sephora’s global finance, strategy, supply chain and technology capabilities
Colour Cosmetics
Clarins Travel Retail launches Clarins Beauty Concierge at Chagi Airport

Clarins Travel Retail launches Clarins Beauty Concierge at Chagi Airport

Clarins Travel Retail experience inside Singapore’s Chagi Airport turns the luxury beauty brand’s shopping experience into an ‘experiential journey’ inspired by the city's cultural heritage
Finance
Ulta Beauty appoints board member Kelly Garcia as Chief Technology Officer

Ulta Beauty appoints board member Kelly Garcia as Chief Technology Officer

Kelly Garcia, who has sat on Ulta Beauty’s board since 2022, is set to join the beauty retailer as Chief Technology Officer in August
Recruitment
Bluemercury snaps up former Kering Beauté and L’Oréal exec Alex Choueiri as CEO

Bluemercury snaps up former Kering Beauté and L’Oréal exec Alex Choueiri as CEO

The seasoned business executive joins the Macy’s-owned US luxury beauty retailer from Kering Beauté to lead its ‘next phase of growth’
Finance
TikTok reveals beauty industry impact as part of £10 billion contribution to UK economy

TikTok reveals beauty industry impact as part of £10 billion contribution to UK economy

In a new report, TikTok has outlined how the social media platform is ‘a window into the real world’, driving footfall to independent shops, as well as showcasing beauty brands
Subscribe now