The Côte d’Azur (French Riviera) and its world capital of Perfume, Grasse, are renowned internationally for their expertise in the Flavor, Perfume and Cosmetics industries. Today, it’s their traditional craftmanship, coupled with the latest technologies, that keeps on attracting new investments from major Luxury brands like Chanel, Dior & Louis Vuitton.
Find below the third part of our special report on Foreign Direct Investment in the Perfume Industry on the Côte d’Azur.
Perfume on the French Riviera attracts Chanel and LVMH
The industry of plants for perfume in Grasse, a time once weakened by international competition, today is experiencing a resurgence of attractiveness with the return of major investments from luxury retailers on the French Riviera. Chanel, Dior and Louis Vuitton in particular, rely on the age old and unparalleled expertise of Grasse to develop their future fragrances.
Major Luxury brands invested in Grasse as early as in the 19th century, in the context of partnerships with local producers. The historic relationship between Chanel and the Mul family has enabled the production and processing of the flowers used in one of the most renowned perfume brands along with the world famous Chanel No 5. The essence from flowers grown in Grasse are also prevalent in the new version of Chanel No5, called “l’Eau”, whose muse is Lily Rose Depp, daughter of Vanessa Paradis and Johny Depp.
The group LVMH reinvested themselves in the French Riviera opening laboratories for perfume creation, housed in renowned traditional homes. Its brands Dior and Louis Vuitton enjoy the idyllic setting of Scented Fountains, a completely renovated perfumery, and synergies with other international groups based in Grasse. The Swiss company Firmenich makes it possible to master perfumes from the LVMH group by operating Co2 extraction technology developed by its researchers to get 100% natural flowers.