Painting a fragrant picture


Jean-Pierre Grivory, President and CEO of fragrance manufacturer Cofinluxe, talks to CNW about the French fragrance market

Cofinluxe is a French fragrance manufacturer that is inspired by the “powerful vision of a marriage between art and fragrance”. It holds worldwide licences for Parfums Salvador Dali, Parfums Charriol and Parfums Barthet, as well as creating lifestyle and concept brands Parfums LOVE LOVE de toi and Parfums Café, Thé, Taxi and Watt. President and CEO Jean-Pierre Grivory talks to Cosmetic News Weekly about the brand and the environment in which it operates.

How did you get into fragrance?

In 1972, I started work at Parfumerie Mont St Michel. I founded my own company four years later. I started with export, where my experience was, and did not introduce my products into France until ten years after the foundation of my company – which at that time was a very original and nonconventional strategy.

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At that time, in the 70s, both the market and distribution were very open, requesting new brands and new concepts. The launch of a branded perfume was an event and a new perfume was given four years to reach maturity. And there was space to give all products their identity and chance. Today there are over 400 launches of branded perfumes each year. The emphasis on new perfumes is sometimes more [about] market share and space on the shelves than bringing something really new to consumers. In addition, ‘new’ products have to perform immediately before, most of the time, disappearing or shifting to the secondary market the following year. Further, there is no space for all products so the space is granted according to the power of the manufacturer more than in consideration of the concept and the quality of the product – which is sometimes not even evaluated by the buyers.


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