“The Jacques Bogart brand holds a central position in our portfolio. It has a strong presence in the United States, Latin America, the Middle East, and Australia, where Silver Scent has become the top-selling brand by volume in the drugstore channel. We observed that its core strengths — power, longevity, and accessible pricing — were increasingly being challenged by Middle Eastern perfumery,” explains Anouk Poëy de Langlais, Chief Operating Officer of the Fragrance & Cosmetics division at Groupe Bogart.

The challenge was to reinvent the brand to better align with contemporary tastes, while preserving the attributes that built its reputation. The underlying goal is to expand distribution across Europe and Asia, through a selective network of perfumeries and drugstores.

Extension to women’s fragrances

Alongside the launch of two new variations — One Man Show 24K Oud Elixir and Silver Scent Platinum — the brand, long positioned as exclusively masculine, is breaking new ground with the introduction of two women’s fragrances. Designed as counterparts to their masculine editions, they mirror them in both design and olfactory composition.

For One Lady Show, perfumer Dominique Preyssas (CPL Aromas) has created an enveloping and addictive fragrance: fruity cherry, almond, and spice. The bottle, designed by Objets de Convoitises, is inspired by the structure of a diamond.

For Silver Scent For Her, Alnoor (Objets de Convoitises) has retained the modernity of the original design while adding a touch of fluidity and seduction. As for the fragrance, Isaac Sinclair (Symrise) celebrates the iconic orange blossom of Silver Scent, warming it with woody and sensual notes.

The olfactory signatures of the One Man Show 24K Platinum and Silver Scent Platinum variations also reflect current trends. For the former, Céline Perdriel (Cosmo International Fragrances) composed an oriental-fruity scent. For the latter, Jean-Christophe Hérault (IFF) created a very vibrant woody fougère. The bottles, redesigned by Alnoor, emphasize the metallic finish.

Expanding through iconic collections

Building on the success of the new brand Aholic, the group is once again focusing on a private collection named Bogart Paris. Each creation is conceived as a dialogue between two raw materials. Among the fragrance offerings, Santal Fig (Céline Perdriel) presents a sophisticated woody signature, while Rose Leather (Julien Rasquinet) offers a spicy freshness with a leathery depth. For its part, Vetiver Violet (Dominique Preyssas) will appeal to vintage enthusiasts.

The monochrome bottles designed by Alnoor combine weighted, fully faceted tinted glass, metallic-effect labels, and substantial caps. They are housed in black cases with a matte-gloss finish, accented by silver hot-stamped lettering. The retro-modern advertising campaign draws inspiration from 1940s American cinema — “a passion of the founder, Jacques Konckier, and a nod to the brand’s origins,” the brand explains.

“Priced below EUR 100 for 110ml, Jacques Bogart strengthens its position as a premium entry-level brand, offering strong value for money as designer and niche fragrance prices continue to climb,” explains the division head.

An agile and adaptive model

Organized around a vertically integrated model, Groupe Bogart owns its factories and has its own distribution network: more than 400 points of sale in seven countries under the April banner. This advantage facilitates accelerated launches and short decision-making processes. “Testing the products we develop in our own retail network allows us to quickly verify consumer expectations in different markets. We can then offer our successes to other international distributors,” explains Aurélie Elkouby, Head of Fragrances for the group.

The seven fragrance brands within Groupe Bogart span the full olfactory spectrum. “We address all market segments. Depending on the geographic region, purchasing power, preferences, and distribution channels vary. But the major trends in perfumery — and consumer expectations — remain consistent worldwide,” explains Anouk Poëy de Langlais.

The evolution of Jacques Bogart fragrances forms part of the Fragrance & Cosmetics division’s broader portfolio strategy, which includes the launch of 50 new products in 2026. Among the highlights is the introduction of a high-end perfume collection at Stendhal, one of the group’s flagship brands. Named Essences Précieuses, the line is presented in an artistic bottle designed like a piece of jewelry (retailing at EUR 280 for 100ml). Marking its 80th anniversary this year, Stendhal now operates across three segments: skincare, makeup, and fragrance. Once again, this multi-segment strategy is aimed at expanding into new markets.