The perfume playbook: How Maison Francis Kurkdjian adapted to the pandemic

Marc Chaya, the CEO of French luxury perfume house, on how consumers will purchase their favourite scents post-lockdown

The perfume industry has surprised many by being one of the most resilient categories throughout the Covid-19 pandemic.

Consumers turned to old favourites and home fragrance for comfort and relief. While department stores and boutiques were closed, many fragrance houses reevaluated their e-commerce strategy, and luxury perfume brand Maison Francis Kurkdjian was no different.

Speaking to Cosmetics Business, Marc Chaya, CEO and co-founder of Maison Francis Kurkdjian, reveals his thoughts on changing consumer behaviour and why he does not believe in trends . . .

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