by Emma CORTIJO
Relaunched just six years ago, historic French perfumery brand Lesquendieu has ambitious plans to corner the premium niche market. With its Collection Orientale, the brand is embarking on new olfactory territory, while boosting its presence in the Middle East among other priority markets.
“We are fortunate to be one of the very last century-old French haute parfumerie houses that remains family-owned. Our heritage — the maison was founded in 1903 — nourishes both our fragrance inspiration and our packaging, while our independence provides us with the creative freedom to embark on new projects,” Jérôme Lesquendieu, Managing Director and third generation at the helm of the brand tells Luxe Packaging Insight.
Maison Lesquendieu is currently expanding its product offer while widening its global footprint. In terms of new products, it unveiled its Collection Orientale of eaux de parfums last month. With a concentration of 30%, the line's olfactory composition is said to draw heavily on iris-derived orris, saffron and oud notes, among other roots and spices. Four scents have launched at a retail price of €260, with a fifth in the pipeline. This new range is meant to strengthen Lesquendieu’s position in the Middle East, where Oman, Bahrain and the UAE are priority markets. The collection will roll out to European markets in the fall.
Lesquendieu's packaging identity borrows a number of design codes from its vintage years, the 1910s, namely the bell-shaped coffrets with illustrations in gold leaf, the original work of brand founder Joseph Lesquendieu. Today the boxes are sheathed in a custom-developed double film meant to replicate a leather-type surface grain.
Although the brand chooses not to reveal the names of its packaging partners, Jérôme Lesquendieu affirms that the secondary packs, fragrance bottles and caps are currently made in France. The bottles are custom creations, as are the caps. Weighing in at 180 grams, the engraved caps have a zamak core and a 24-carat hand-polished gold finish. The facing labels, whose paper was selected for its texture and feel, also feature pure gold lettering.
Also in the packaging pipeline is a limited-edition lacquered bottle, slated for launch next year. And in the olfactory realm, Lesquendieu is looking to partner with a young, up-and-coming perfumer in a bid to bring a “touch of alchemy” to the centennial brand. Renewal indeed!
