YSL Beauty has unveiled a new strategy to bolster its niche fragrance business, which aims to amplify the luxury brand’s positioning in haute parfumerie.
The L’Oréal-licensed company has expanded its higher-priced, unisex Le Vestiaire des Parfums fragrance collection (which start from £220) with the addition of new woody musk ink-infused scent Muse.
Le Vestiaire des Parfums is described as the bridge between fragrance and couture, with each perfume “an olfactory echo” of Yves Saint Laurent’s iconic fashion creations.
The addition of new scent Muse aims to meet consumers' “increasing desire” and “wider shift” for sophisticated, expertly crafted haute parfumerie.
“The fragrance landscape is evolving, especially with private collections that grow double-digit faster than prestige ones,” Stephan Bezy, International General Manager at YSL Beauty, told Cosmetics Business.
“What was once considered a 'niche' market for haute parfumerie is now capturing the attention of a much wider audience.
“This collection gives us a privileged position in this fast-growing market, and we believe it will unlock substantial areas of growth.
“We strongly believe in this segment of
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