Atelier Cologne Paris is poised for relaunch in China’s high-end perfumery market, complete with revamped fragrances, an enhanced retail environment, and a fresh image. The brand, which was acquired by L’Oréal in 2016, is set to unveil its next generation in mid-March, with the opening of stores in Shanghai’s IFC mall, Beijing’s SKP mall, and on Tmall.
Sandrine Groslier, the global president of luxe fragrance brands at L’Oréal, expressed her excitement, stating, “It’s a new dawn for Atelier Cologne.” While specific projections were not disclosed, industry sources estimate that the brand will generate approximately 100 million euros in retail sales during the first year of its introduction in China.
In addition to the bottle revamp, Atelier Cologne partnered with two Shanghai-based Chinese retail designers from Chaos Programme to create a new store environment.
Despite its birthplace in Paris, Atelier Cologne said that it is shifting its focus to China, where the super premium fragrance market is thriving. China already accounts for 36 percent of the country’s fragrance market and 22 percent of the global perfume business. Over the next three years, it is projected to reach 40 percent of total fragrance sales worldwide. Atelier Cologne aims to reposition itself as a brand of luxurious, premium fragrances. Groslier highlighted the role of young, edgy consumers in China in initiating the reinvention of niche fragrances.
To rebuild the brand’s desirability, education will play a crucial role. Atelier Cologne plans to hold masterclasses in a fragrance academy to train in-store experts and educate end-consumers. The fragrance organ will also be utilized to share information about the scents. The brand’s new positioning and identity revolve around a quest for emotions, culture, and artistry.
