French luxury house Louis Vuitton confirmed yesterday that it will in fact be entering the fragrance arena, confirming reports that have been in motion since the end of October. The brand says it will indeed assign Jacques Cavallier-Belletrud to head up the maiden fragrance voyage, a third-generation perfumer and LV’s original pick. Cavallier-Belletrud, who hails from what WWD calls, “the floral mecca of Grasse in the south of France”, reportedly set up shop in Louis Vuitton this week.
Reps for Vuitton said it would distribute fragrances exclusively in its own boutiques, of which there are 461 worldwide, though were unable to say exactly when the essence would be unveiled. “Making perfume is a magnificent journey, which starts with the quality of the base ingredients,” Cavallier-Belletrud stated. Cavallier-Belletrud’s extensive repertoire includes popular potions like L’Eau d’Issey, Jean Paul Gaultier Classic, Dior Addict, Poeme by Lancôme, Stella by Stella McCartney and Cinema by Yves Saint Laurent, among many others. He was awarded the Prix François Coty Parfumeur 2004 award.
This will be the first endeavor into fragrance for LV since marketing three perfumes in the 1920’s and 30’s.
Article Source: WWD
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Tags: beauty, Cinema by Yves Saint Laurent, Dior Addict, Fragrance, Jacques Cavallier-Belletrud, Jean Paul Gaultier Classic, Lâ€™Eau dâ€™Issey, Louis Vuitton, luxury, perfume, Poeme by LancÃ´me, Stella by Stella McCartney