Fragrance News News From L’Oréal: Atelier Cologne, the Latest Acquisition

News From L’Oréal: Atelier Cologne, the Latest Acquisition

07/01/16 12:34:15 (31 comments)

by: Juliett Ptoyan

L'Oréal continues to enrich its fragrant portfolio in 2016 after acquiring Elizabeth Arden last month. Atelier Cologne, founded in 2009 by Sylvie Ganter and Christophe Cervasel, has become the latest acquisition of the international corporation.

"Our encounter and love story led to the creation of Atelier Cologne. Today, another dream comes true as we join the L'Oréal Group with a shared ambition to reach new heights keeping the entrepreneurial spirit of our Maison. We are delighted to benefit from the Group's retail and digital expertise and L'Oréal Luxe's olfactory expertise to make the brand even more successful," said Sylvie Ganter and Christophe Cervasel, founders of Atelier Cologne.

Details of the deal weren't disclosed, but the main reason for the sale is the founders' desire to give the brand more opportunities for further development: L'Oréal's experience in the retail sector should contribute to this. The head of the company's luxury division, Nicolas Hieronimus, said that niche perfumery is now experiencing rapid growth, and Atelier Cologne fits in perfectly at L'Oréal where there already are haute lines of LancômeGiorgio ArmaniYves Saint LaurentRalph Lauren, as well as Replica of Maison Martin Margiela. The rapid development of the niche sector is confirmed by numbers: in the first quarter of 2016, L'Oréal's revenue grew by 1.8%, and the best indicator shows the luxury segment's sales increasing by 4.4%.

 
"L'Oréal has devoted itself to beauty for over 105 years. With its unique international portfolio of 32 diverse and complementary brands, the Group generated sales amounting to 25.26 billion euros in 2015 and employs 82,900 people worldwide. As the world's leading beauty company, L'Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail and e-commerce.
 
Research and innovation, and a dedicated research team of 3,870 people, are at the core of L'Oréal's strategy, working to meet beauty aspirations all over the world. L'Oréal's new sustainability commitment for 2020 "Sharing Beauty With All" sets out ambitious sustainable development objectives across the Group's value chain."
 

"L'Oréal Luxe offers women and men throughout the world an array of 18 prestigious and modern international brands with a unique heritage of exceptional brands, originating from fashion (Giorgio Armani, Yves Saint Laurent, Diesel, Cacharel, Viktor&Rolf, Ralph Lauren...), historic beauty players (Lancôme, Biotherm, Helena Rubinstein...) and brands that represent today's new luxury.  Traditional luxury, associated with heritage and craftsmanship, is melded with the more digital and alternative New Luxury brands like Urban Decay, Clarisonic, Shu Uemura and Kiehl's.
 
L'Oréal Luxe's brand portfolio strives to promote the different specialties of luxury beauty: skincare, make-up and fragrances, while offering high-quality products through a selective distribution channel, as well as excellent service to cater to its diverse consumer base.
 
L'Oréal Luxe generated sales amounting to 7.2 billion euros in 2015 and grew by 6.1% with outstanding breakthroughs in make-up and women's fragrances, thanks to the success of "La vie est belle" by Lancôme, Sì by Giorgio Armani and Black Opium by Yves Saint Laurent." - L'Oreal.com

Atelier Cologne has become known in the perfume community for its innovative idea of ​​combining a light, citrus character of classical colognes with perfume-style longevity. In its seven years of existence, the brand managed to develop a wide distribution network covering forty countries, and to establish an online store. In addition, the brand owns six monobrand boutiques: three in France, two in the US and one in Hong Kong.

 

 

 

Juliett Ptoyan is a perfume journalist who collaborates with several glossy magazines, organizes perfume workshops and regularly writes for her own blog, bouquetjuliett.ru.

 

MEH



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Lord Licorice
Lord Licorice

Smh people, you act like the Atelier's were powerhouses in the first place. Most of them are already weak regarding longevity and projection.

Jul
06
2016
ficusmuskus
ficusmuskus

L'Oréal means diluted, diluted means make (a liquid) thinner or weaker by adding water or another solvent to it.

Jul
03
2016
ami.alger
ami.alger

I despise LVMH in just about every aspect of their corporate practice and brand management. That said, L'Oreal might very well be worse. Much, much worse.

Jul
02
2016
bibibling
bibibling

hold on, I'm gonna go hug my Orange Sanguine to my chest and ugly-cry while rocking back and forth and making weird animal noises.

Jul
02
2016
nakedcity
nakedcity

Thank you, Puppygumdrop, for posting the Wikipedia reference. Shameful company to say the least, yikes

Jul
02
2016
alfa.lázcares
alfa.lázcares

Ao I guess I have to be quick, buy what I want and then say goodbye to the brand. Pity I really enjoy them but L'oreal is not a brand I support... At all...

Jul
02
2016
davitea
davitea

Pity. But then can you blame them? Would you turn down easily millions of dollars, opportunity to live lavish life in your beach house, boat, travel the world and or whatever your heart desires?
I'm not sure they are aware this means retirement for them. There will be no more colognes with the strength of perfumes. Buy to the most tenacious Orange there is - the Sanguine.
Well, let's hope some new kids are coming.

Jul
02
2016
appleorchard
appleorchard

Lawd have mercy.

Jul
02
2016
David Churchill
David Churchill

There's the Midas touch and there's the l'Oreal touch (to fuck up every brand they buy)... You all know what I mean...

Jul
02
2016
matty64
matty64

The reason the two founders in the pictures are smiling so uncontrollably is because of all those extra 000,000's. Lol

Jul
02
2016
Gearoid
Gearoid

Ah well, I shall enjoy the two I already have but then I'm out. Another delightful niche brand tarnished by corporate greed.

Jul
01
2016
crystalmarionette
crystalmarionette

This is where I panic and finally get off my behind and buy a bottle of Rose Anonyme and Vanille Insensee.

Jul
01
2016
Scent2Bed
Scent2Bed

So... the marching orders will be as follows:

They will start with messing up the original formulation and blame IFRA for it...
Then we will see: EDP, EDT, EAU, INTENSE, COLOGNE, SPLASH versions of the top 4-5 scents...
This will be followed by: NIGHT, DAY, WEEKEND, MORNING, LUNCH, ICE, HOT, LUKE WARM, SPORT, CONCERT, ACTIVE, LAZY, BLACK, WHITE, BLUE, RED, GREEN, SILVER, GOLD Variations...
And before long, we will see more made up Concentrations with bizarre names that no one has ever heard of...
All of which will have NOTHING to do with the original scent!

Then we will get to the flankers for WEEK 2 of the acquisition...

Jul
01
2016
PuppyGumDrop
PuppyGumDrop

This is really disturbing to read ~ What a let down :-(

For those so inclined there is a great section on L’Oréal on Wikipedia under the heading "Controversy"

Jul
01
2016
the big totoro
the big totoro

Another sellout! I'll never be buying another bottle from them. I can't say more than what's already been said by everyone else.

Jul
01
2016
ekoeko
ekoeko

Good bye, Rose Anonyme :(

Jul
01
2016
BrayKayy
BrayKayy

L'Oreal didn't buy Elizabeth Arden, though...? Arden sold to Revlon. /:

Jul
01
2016
bet85
bet85

Let me guess."Vintage bottles" are now gonna be sold at inflated prices online. This is so stupid by Atelier. Oh wait, its all money not perfumery.

Jul
01
2016
genvy
genvy

STOP L'OREAL

Jul
01
2016
celticelle
celticelle

Thank goodness I bought my Orange Sanguine already. L'Oreal manages to ruin every brand they put in their stable with their cheapening of formulas and their ugly corporate mentality. They've destroyed countless classic perfumes. Mass market with cheap goods is their slogan.

Jul
01
2016
CDGfan
CDGfan

lawd gimmme strength

This is just going to lead to price increases and watered down fragrances

Jul
01
2016
Mona-Jo
Mona-Jo

Buy them now before they change

Jul
01
2016
indigo
indigo

Guess L'Oreal want to buy up niche brands because that's the fast growing market. Trouble is, if it's owned by them it's no longer "niche" really.By the time they've done their thing with it, I doubt the price will reflect the quality. What a shame - yet another brand that I won't be in a rush to try again.

Jul
01
2016
greydove
greydove

Its the order of the day I'm afraid. From music to food to clothing to farms to countries....

Jul
01
2016
mikemuscles21
mikemuscles21

I'm sure I will change my mind on this opinion. Since opinions, favourites, and preferences can change with time. But as of right now, I am sceptical.
I enjoy L'Oreal for what they do. I love that company for everything from Kerastase to fragrances etc. And they should continue to create and manufacture their own lines. Develop and do what they do best.

But by buying up all these other established niche brands, in my opinion tarnishes both parties from the perspective of exclusivity. Of course I understand it might make good business sense.

I think it is lazy to just buy a niche brand. All the creative work has been done for them. Sure they can contribute mass marketing, bring the product to greater distribution, Hoorah for them! It is now a commercial perfume. Good luck with that. Go ahead keep growing by 4.4% if you can. I get exhausted just typing that phrase out.
This is the part were I jump off that runaway freight train. I'm fine thank you, I'll take my chances.

I enjoy some YSL, Armani fragrances etc etc. Blah blah blah.
If I'm going to buy a "L'Oreal brand" based on the brand, I would rather buy I more famous brand like Armani (if I like the smell).

If I'm going to buy a niche brand, I'd rather buy a true niche brand, not owned by a conglomerate. Something interesting and exclusive. But it seems like all the fancy niche brands are being snatched up by big conglomerates. Most of my wardrobe at this point is probably from big conglomerate companies. Not that there is anything wrong with that, BUT I do find something very "commercialised", boring, & bourgeois about it. The fact that Art is going so "Corporate", I understand the point is to make money, but can't a brand just grow on it's own and rely on its own independence?

I have enjoyed many Atelier fragrances in the past. And who knows, I might even purchase more in the future.

But then again I might not. I am getting bored.

We'll see if the half naked person in the fragrance advertisement, and those synthetic notes, (that will not cause an allergic reaction no matter how many time I try to spray it!), actually capture my wallet in the store! It has worked before. But then again, many times it has not. Instead I bought a $400 bottle of something less common. Time will tell. Does anyone else notice that in various department stores I have travelled to, in different countries, the shelves are becoming more increasingly bare then they use to be? There is actual dust on the shelves of many perfume counters. Consumers do not buy in department stores like they use to. I do notice that in higher end stores, there is a greater stock of luxury brands. The more expensive luxury fragrances seem to sell more then the average department store brand. It seems as though I am not the only consumer becoming bored. I would rather have a $300 of Guerlain then a $100 of Diesel. (Though I love both.) I'd rather pay $100 for Atelier, even though I must say I have been impressed with their fragrance performance. I find they do last a while even though I always detect a strong synthetic. Not sure what it is..

Consumers are changing. They buy online, in unique stores, there is so much competition. Sometimes I think your typical department store fragrance counter is dying a slow death. I doubt the luxury counters will die as long as there are affluent customers. But if they are not careful, even the affluent can become bored. I also think these big companies are so ignorant to not pay closer attention to blogs like this one. But until these companies either lose more profits or stop being managed by ancient dinosaurs nothing will change. That 1990's "Vancome Lady" from MAD TV will be slingin that $90 bottle of "Mugler Honey Angel Fresh" that nobody will buy. Good luck using that traditional sales model. Instead of creating a desire in the customer, these companies push the sales people to aggressively sell.

That bottle of pure natural oil at the health store is looking more and more interesting.

I'll revisit this post 5 years from now and let you know what happened. (Fingers crossed)

Bye Atelier. See you later.

Jul
01
2016
jana.hullinghorst
jana.hullinghorst

nooo... *quickly goes online and purchases a 100ml of Vanille Insensee before the new batches arrive on market...

Jul
01
2016
pablOSO
pablOSO

prepare for some watered down fragances and horrible reformulations....


remember how they destroyed YSL perfums

Jul
01
2016
Desertmirage93
Desertmirage93

Man, if you think Atelier Cologne's perfumes suck now, just wait until L'Oreal reformulates everything from this house...

Jul
01
2016
matty64
matty64

I should probably get a backup bottle of Santal Carmin right now!

Jul
01
2016
jovejove
jovejove

This only makes me excited with the thought of it being distributed in more location in Canada, other than just Sephora.

Jul
01
2016
Daddario
Daddario

Sigh! Another brand spoiled...

Jul
01
2016

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