One
of Russia’s oldest and legendary perfume houses – Rallet – is
being re-launched through licensees Empire of Scents with travel
retail distribution handled by niche brand specialist Be Keen. The
new Rallet fragrance offer can be seen at TFWA World Exhibition
(Yellow B15) on the Empire of Scents stand.
Founded
1843 in Moscow by Alphonse Rallet, by 1900 Rallet had become Russia's
leading manufacturer of fine perfume, soaps, and cosmetics using
alcohol concentrates from France. The company was named ‘Perfumer
of the Court of his Imperial Majesty’ by Tsar Nicolas 1 in 1846 and
was awarded the national emblem of the Russian Empire four times.
When Rallet's Russian assets were nationalized in 1917, the company
was re-established in France and became Haute Parfumerie Rallet Paris
1843. In 1926 Rallet was sold to François Coty – but not before
technical director Ernest Beaux created a series of perfumes for
Gabrielle Chanel, one being No. 5, in 1920!
For
the modern consumer, Rallet is offering four new exclusive niche
fragrances:
Aqua
Mystique – a fusion of precious elements opening with citrus notes
of lemon, mandarin and bergamot;
Flou
Artistique described as a disconcerting and hazy fragrance provoking
mysterious feelings and emotions with top notes of white peach,
fondant almond and jasmine;
Spectre
Noir – bursting with spicy and citrus notes of lemon zest,
bergamot, mandarin and grapefruit;
47
Vyatskaya St - a tribute to the address where Alphonse Rallet
established his first perfume company and designed to reflect the
evolution of the company. It starts with fruity notes of blackcurrant
and bergamot, rising into a floral accord of lily, jasmine and
rose.
All
four are presented in similar styled glass bottles containing 100ml
fragrances (edp)
‘We’re
delighted to be representing this new collection for travel retail
and have already secured a listing for the brand with Nuance within
its new St Petersburg Pulkovo niche fragrance area,’ says Be Keen
president Antoine Khouzami. ‘It is a superb brand with a colourful
and intriguing history; one which is reflected in the new collection
which, at the same time, is in-tune with today’s consumer profile.
‘We
will be offering the range to airport retailers which we feel are
able to present it in the correct environment and are confident it
has real potential within the channel.’
Notes to editors:
Be Keen aims to be 'the'
strategic partner for niche luxury brands, helping companies to
launch and build business in travel retail through long-term,
qualitative partnerships. Antoine Khouzami and Abla Bencheikh
believe that Be Keen fills a gap in the luxury sector for an agency
that truly understands both the needs of the retailer and the brand.
'Our role is to help brands overcome difficulties, seize
opportunities and optimise their resources. Together we can build the
keystones of a brand's future success by setting out a vision and
implementing a strategy which will enable them to achieve their
goals,’ says Khouzami.
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