Be Keen brings reborn Rallet to travel retail

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.