The Elements of Fragrance Wardrobe

Supichcha
22 nov. 2021
3 min de lecture

Dernière mise à jour : 25 nov. 2021

In the competitive environment of the perfumery industry where brands are coming up with new fragrances and investing heavily in marketing, we are seeing the emergence of new brands, new concepts that are taking a place hitherto left empty by the major perfume brands.

Maison Francis Kurkdjian stays consistent with the vision of bringing know-how of creating and wearing perfume. The concept of a fragrance wardrobe in the luxury perfume industry conveys every element of the brand. From packaging, logo, appearance of the store, marketing strategies, and content, all represent the efforts that have been put in through every process from the start of its brand until the present.

The CEO and co-founder, Marc Chaya, believes in the importance of placing the man behind the creative process of those exquisite scents at the center of the stage. Many perfumes available in the market usually disclose the name of the creator. However, for Maison Francis Kurkdjian, the name of the brand came from the name of its creator, Francis Kurkdjian, who signed his name on many perfume creations in the past and now the nose of his brand. His passion for perfumery has been presented through his dedication to creating the art of wearing perfume.

Maison Francis Kurkdjian opened its first boutique in 5 Rue d’Alger, Paris. The perfumer, Francis had an idea of his gallery of fragrance to be a mixture of various French aesthetic elements. The iconic landmark of Paris such as the Eiffel Tower and Montmartre combine with the fragrant bubbles from the old French galleries and logo of the brand. The boutique is inspired by Paris with its zinc roofs, the gilding of the Invalides on the ceiling, and its architecture. It was designed and built by Yann le Coadic and Alessandro Scotto. The press describes Maison Francis Kurkdjian to be a Parisian boudoir and an Intimate and confidential boutique for aesthetes. Maison Francis Kurkdjian has since developed into a key player in the luxury fragrance market with a presence in nearly 500 ultra-selective retail locations in more than 40 countries including Bergdorf Goodman, Neiman Marcus, Selfridges, Liberty, Harrods, and John Lewis.

Francis Kurkdjian places his passion in precision in every element of the brand. His extreme attention to detail is visible through the design, material, logo, hot stamp of the packaging. The bottle was designed by the creator with a zinc stopper showing the creator's monogram. The atypical sizes of the bottles, the very aesthetic and creative cases (white and gold, corrugated on the outside to protect the bottle), case and bottle, the monogram available on all media, the gold printing on the inside of the case, the very transparent pump which becomes practically invisible when sprayed; these are so many remarkable details that transform this line into a luxurious proposition.

The customer experience at the heart of the brand is the key to success for Maison Francis Kurkdjian.

Its marketing strategy consists of providing the customer with an experience beyond mere product consumption.

This point is presented in the following elements: animated showcase, a story told and conveyed by the staff and the creator who places a piece of himself (his tastes, his passion, and his creativity), the olfactory universe, trained sales staff.