Premium Beauty News - What is the value proposition of the Solférino Paris brand?
Philippe Bénacin - This new collection is closely tied to Interparfums’ headquarters. When we relocated to our new address at 10 rue de Solférino, the niche fragrance market was flourishing. Interparfums was already familiar with this segment thanks to the Van Cleef & Arpels collection, launched in 2012. My team and I felt that Solférino had an appealing ring to it, and that this historic Parisian building could serve as the perfect starting point for a story celebrating the city’s most iconic landmarks.
We explored names from the surrounding area — Quai Voltaire, Saint-Sulpice — and, more broadly, from across Paris. Solférino draws on a heritage that belongs not just to us, but to the city itself: Paris, with its places steeped in history and memory.
Premium Beauty News - How does the brand stand out in an already crowded niche perfume market?
Philippe Bénacin - Unlike many of our competitors, what truly sets us apart isn’t the price, the product, or even the fragrance itself—it’s the story we tell. Our brand’s story is very distinctive and rings true because we are genuinely based at the Parisian address that gives its name to one of our ten perfumes I’ve lived in Paris for almost all my life, about 95% of it.
We built this niche brand by drawing inspiration from the architecture of the private mansion that now hosts the company. The entrance to the boutique on Rue Saint-Honoré is the same as that of our head office, with the same black and white paving stones and the same moldings on the walls. On the back, the packaging is adorned with illustrations of Paris that feature the same checkerboard pattern.
Premium Beauty News - Is this collection primarily intended for an international clientele?
Philippe Bénacin - That wasn’t my initial idea. But we’re adjusting based on the initial feedback from our points of sale. Sales have been strong in the first three weeks, both at the Drugstore des Champs-Élysées and at Selfridges. We’ve received a very positive reception in Asia and the Middle East.
The brand is currently carried in about thirty international points of sale — including Taiwan, Singapore, Marbella, the UK, and Italy — with plans to expand soon to the Middle East and New York. Most of these are department stores. To put it in perspective, France accounts for only around 10% of the global perfume market; the remaining 90% of sales happen abroad.
Premium Beauty News - Aside from the recently opened store on Rue Saint-Honoré, which distribution channels are you considering?
Philippe Bénacin - As I mentioned, we are focusing on department stores and our own boutiques. In a few years, we aim to select around ten points of sale within the selective perfumery sector, but it’s still too early to finalize that. We’ll soon be opening a space at Printemps, but for now, three points of sale in Paris are sufficient.
Premium Beauty News - What internal and external resources did you rely on to conceive and develop this brand?
Philippe Bénacin - The brand was developed internally, with three or four of us driving the project. I was particularly hands-on during the initial creation phase, just as I remain closely involved in upcoming launches for Off-White and Longchamp.
The bottles were designed quickly, but the packaging creation took longer to finalize — especially deciding which symbols to feature. Ultimately, we opted for this golden sun. At the same time, we briefed the perfumers we work with, providing olfactory guidelines to create ten distinct fragrances across three categories. I’m condensing 18 months of work into just a few words, but without a licensing agreement, the decision-making process is much faster.
We enlisted perfumers from IFF, Givaudan, and dsm-firmenich. The design agency Carret Basset, which also works with Van Cleef & Arpels, created the bottles. The illustrations on the back of the packaging are the work of a graphic designer.
Premium Beauty News - Interparfums has just acquired the Goutal brand. Alongside the launch of Solférino, does this acquisition signal a move toward more premium market segments?
Philippe Bénacin - Yes, absolutely. Initially, the acquisition of Goutal was somewhat opportunistic, as Amorepacific was looking to divest the brand. But for Interparfums, there is a clear strategic reason to own three niche fragrance brands — Van Cleef & Arpels, Solférino Paris, and now Goutal: it’s about securing a strong position in this market.
The niche perfume market is growing at around 15% in value and 7% in volume, with selling prices roughly double those of mainstream retail products. I wouldn’t have predicted this trend ten years ago, but there is clearly strong consumer demand — though it varies from one country to another. We’re seeing a segment of the population seeking more sophisticated, higher-quality products at a premium price. They want items with a compelling story behind them and, above all, fragrances that aren’t readily available to everyone.
Ultimately, we plan to open 200 or 300 stores internationally, thus maintaining a selective distribution network that reflects the brand’s excellence and the fact that Annick Goutal is not accessible to everyone. It’s a model similar to that of haute couture, as opposed to ready-to-wear.
Philippe Bénacin - In a complex economic climate, how does the Solférino Paris brand fit into your strategic vision?
Philippe Bénacin - Our strategy has never been dictated by short-term economic swings. We launched this project two years ago, when conditions were easier than they are in 2025, and we’re pressing ahead with the long term in mind. Major developments are on the horizon for 2026 and 2027, and we’re moving forward full speed, no matter the economic climate.
This brand opens up new customer and distribution opportunities for us. Solférino Paris now joins our two other collection brands, giving us greater leverage in this segment. With a consolidated portfolio, each brand can establish a stronger presence, and we can negotiate for retail space in department stores more effectively. The real challenge lies in securing enough space — not just shelf space — to properly showcase these products.
