The Paris cologne brand Atelier Cologne Paris, under the French L’Oréal Group, has recently relaunched its brand rejuvenation plan in the Chinese market.
Regarding the renovation of stores, Atelier Cologne’s global official website has recently posted photos of the brand new boutique in Paris; the counter located in the Shanghai IFC Mall has also reopened with a new design, and the retail experience is expected to bring a fresh feeling to Chinese consumers.
Sandrine Groslier, the Global President of L’Oréal Group’s Luxury Perfume Brand Division, has frequently been posting news about the rejuvenation of the Atelier Cologne brand on her LinkedIn account, describing it as a “radiant transformation.” Notably, Groslier emphasized that in 2024, Atelier Cologne will open more than 10 boutiques/counters in the Chinese market, with the first counter already opened in Shanghai IFC Mall, followed by a retail space in Beijing SKP.
Atelier Cologne was founded in 2009 by perfumers Sylvie Ganter and Christophe Cervasel, inspired by traditional cologne. The brand’s perfumes are divided into two series, among which, the Absolue series contains a high concentration of essential oils and traditional cologne ingredients. In July 2016, the brand was acquired by the French beauty giant L’Oréal Group and entered the Chinese market in 2017, with its first store in China located in Shanghai Xintiandi.
Atelier Cologne cleared the content on its official Weibo, WeChat video account, and Little Red Book, among other Chinese social media accounts. Recently, Luxeplace.com noticed that Atelier Cologne reposted its first piece of content on March 22, declaring the official start of the brand’s relaunch.
Moreover, Atelier Cologne’s official WeChat store and Tmall flagship store have undergone a comprehensive renewal, from the visual image to products and packaging.
Looking at the products, for example, the new version of “Oolang Infini” is priced at 1420 yuan for 100ml, the same as the old version. The product introduction page indicates, “Compared to the old version of Oolang Infini, the concentration of fragrance essence has been increased by 33%.” Other classic products such as Pomélo Paradis and California Reverie have also been renewed and launched.
In 2022, L’Oréal Group’s high-end cosmetics division established a new luxury perfume brand division, including brands such as Maison Margiela, Atelier Cologne, Viktor & Rolf, Azzaro, Diesel, and Cacharel, and appointed Sandrine Groslier, the former President of Mugler and Azzaro’s beauty and fashion business, as Global President.
Will the relaunch of the Atelier Cologne brand mark the beginning of a new chapter for niche perfume brands under L’Oréal Group? Following investments in niche and high-end perfume brands, what new strategies will L’Oréal Group adopt in the Chinese niche and high-end perfume market? The new division led by Sandrine Groslier is highly anticipated in the industry.
| Source: Atelier Cologne WeChat, Tmall flagship store, Sandrine Groslier LinkedIn account
| Image Credit: Atelier Cologne Tmall flagship store, Sandrine Groslier LinkedIn account
丨Reporter：Liu Jun
| Editor: LeZhi
