Launched in 2015, it took only a few months for this premium line to conquer more than 25 markets, in Europe, the USA, the Middle East, and even in Asia. “Founded in 1902 by Guillaume Berdoues, the company presents a real beautiful story of perfume creation and manufacturing, and we entirely make our fragrances ourselves. So, given our strong culture, Sophie Berdoues, the group’s current President, decided to support the niche perfumery wave and develop a luxury line of beautiful perfumes,” explains Alain Bastoul, the group’s Export Director. Similarly to exceptional wines, delicate materials and care are what made the collection immediately popular.
A bet on Brazil
It is in this context that the group entered the market with eight references, in partnership with Cristiane Vilar, the only distributor dedicated to niche perfumery in Brazil, and the founder of the Cosmopolitan do Brasil store in Brasilia.
Available in Brazil for the equivalent price of EUR 120, which includes the extra cost associated with the entry taxes, the Grands Crus perfumes are sold in four points of sale at this stage, including Cosmopolitan do Brasil. “We are hoping to open about twenty doors in the long run, by choosing exactly which retailers love beautiful perfumery,” asserts Alain Bastoul.
In this country, where perfume is king, the most famous brands also remain the most popular among Brazilian consumers, who are keen on well-known classics. Nevertheless, under the influence of initiatives like Cosmopolitan do Brasil and of the American model, Brazil is gradually opening to alternative perfumes.
“It has a great potential, as Brazilians travel a lot and can see what is going on elsewhere. The demand is going to rise,” Alain Bastoul declares, before concluding that “alternative perfumery is likely to make up 10% of market shares for the three years to come.”