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Industry buzz

Antoine launches soap and toilet water versions of its men’s laundry liquid

Antoine, the first laundry liquid designed specifically for men, is now available as a liquid soap for the hands and a toilet water. A logical extension of the range after the success met by the men’s laundry detergent launched last year.

We sold more than 5,000 bottles of our laundry liquid. Customers have been really impressed by the fragrance, it was therefore very consistent to offer it as an eau de toilette,” explains Jean-Noël Ozouf, co-creator of the brand.

Indeed, the perfume is the raison d’être of Antoine, which offers a masculine alternative to the flowery and fruity fragrances of traditional laundry products. The original idea came from Dominique Gindre, the other founder of the brand, a perfumer in a leading international group. Thus, he assembled sandalwood and cedar notes with a sensual amber accord, far away from what can be typically found in the detergent department.

The range - which was showcased at Maison et Objet, held on September 7-11 in Paris - is currently available only for France. The creators of the brand now aim at expanding the distribution network with priority for French regions and also foreign markets, in particular The Netherlands and the United States.

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