Fragrances: Flair gains autonomy with inaugural production site

This project, which had been in the works for nearly three years, was an obvious choice for the two founding perfumers. “A continuity in our own evolution,” emphasises Amélie Bourgeois.

The decisive move was initiated after their meeting Louis Lecoeur, a fine perfume expert for over 25 years. “Flair follows in the footsteps of the great French perfume tradition, enhanced by creative, independent, and daring female entrepreneurs,” he explains. The project also received financial support from the northern French region where the brand built its plant.

Rooted in Paris

This is how was born Flair La Matière, the brand new production site of the independent studio, whose main shareholder is now Louis Lecoeur, alongside Flair and the plant’s management team: Alexandra Lecareux, Managing Director, and Pierre Courrèges, Sales and Technical Director.

The choice of location near Compiègne, one hour north of Paris, offers easy access for the perfume studio’s customers. In addition, it shows how shareholders endeavoured to preserve Flair’s Parisian roots.

The plant’s construction, spread across 800 m2, was completed at the end of May, after eight months of work. The equipment, i.e. tanks, storage racks for raw materials, and chromatography equipment for quality control, is being installed. The 10,000 m² surface area will easily accommodate future extensions.

Getting more independent

For Flair, the opening of the site marks a new growth milestone. Starting from now, the studio will directly manage the production of the concentrate, and not just samples, while enhancing its competitiveness. The new plant also opens up the possibility of offering stability tests, as well as new opportunities regarding technical expertise.

Plus, with production in-sourcing, the company now sources its ingredients directly. “It is an essential part of the perfumer’s craft,” highlights Anne-Sophie Behaghel. The team now boasts a compendium of about 500 items.

And though it does not handle the alcohol and maceration processes, which are entrusted to specialised partners such as Stephid, it can recommend the durations required depending on the desired effect.

Capacities increased tenfold

Last but not least, production capacities have been multiplied by ten, from about 20 tonnes per year to potentially 200. Ramping up had become vital to support Flair’s growth, as the revenue grew by 40% over the last financial year. A result confirming the consistent double-digit growth trend since the company was established.

At the same time, the company ensures its development is based on a responsible approach, combining creativity, social commitment, and environmental protection, with a view to become a mission-driven company. This requirement is also conveyed by cultural moves, notably the Flair Prize, which contributes to creating olfactory facilities and celebrates the richness of the art of scents, an initiative designed to “promote perfume not only as an object of desire, but also as a work of art.”

With its brand new industrial tool, Flair asserts both its independence and credibility among brands.