I do have a soft spot for Serge Lutens perfumes and this is the first news from the house since Shiseido acquired the trademarks of the fragrances and cosmetics earlier this year. Shiseido intend to give the brand a lifestyle positioning and I assume will look to open more retail stores and grow the business. Lutens will stay for the moment as head of the brand (but for how much longer is anyone’s guess).
In Madame Figaro yesterday it was revealed that five new perfumes will be released in the Section d’Or range. This is a new collection that was launched in 2014 with L’Incendiare (see this week’s Bois de Jasmin‘s review and another from Grain de Musc) which is priced at the mouth watering €450 for 50mls.
Lutens is merely following one of the trends in the perfume market for uber luxe offers with this new collection that while way out of my price comfort zone will no doubt have its fans and will ensure that the brand has something to offer at the pricy end of the market. In some ways this move was inevitable as new entrants price their products sky high with no heritage, story or kudos to speak of. Lutens has the creativity and track record with his brand to compete in this arena but needs to display something new with a high price tag for the cashed up consumer.
The names of the new perfumes are :
Cannibale, Cracheuse de flammes, Renard constrictor, L’Haleine des dieux and Sidi Bel-Abbès. They will be released in October and I will post news as it comes to hand.
Notes : Images from Madame Figaro
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