What Happened: Penhaligon’s, the British fragrance home based in 1870 by William Penhaligon, is including a brand new member to its “Portraits” perfume assortment — The World According to Arthur — to be launched on March 1 in all boutiques, shops, and on-line in China and worldwide. The “Portraits” perfume assortment is Penhaligon’s best-selling line in China. The assortment, made up of over 60 fragrances, has brought on fairly a stir within the native market — due to its one-of-a-kind strategy to scent creation. Each fragrance references a historic determine, represented by way of an beautiful bottle cap within the type of an animal. For occasion, in “The World According to Arthur” the eponymous King and warrior is represented as a dragon. Additionally, the fragrances are wrapped in hand-drawn packaging by illustrator Kristjana Williams, the place she depicts the adventures of every character. As such, shoppers are usually not solely immersed within the olfactic world of Penhaligon‘s, but in addition in a visible and narrative universe.The World According to Arthur joins Penhaligon’s Portraits assortment, smelling of sage, tonka bean and ambrette. Photo: Penhaligon’sThe Jing Take: Niche perfumes’ attraction to China’s Millennials and Gen Zers is not a secret within the sector. When looking for “area of interest perfume” on the approach to life platform Xiaohongshu, over 100,000 UGC situations seem within the outcomes. Given the demand, smaller dimension labels — Serge Lutens, Le Labo, Diptyque, and Penhaligon’s — have skilled skyrocketing gross sales in China. At Tmall’s Double 11 in 2020, Penhaligon‘s gross sales reached $1.24 million (7.82 million yuan), rating it ninth within the Top 10.However, native shoppers’ urge for food for area of interest fragrance manufacturers over established names shouldn’t be taken as a requirement for entry value level fragrances. Rather, home customers are displaying a willingness to pay the value for distinctive luxurious scents that assist them specific their personalities. During L’Oréal’s 2021 annual outcomes convention, Cyril Chapuy, president of L’Oréal Luxe Division, highlighted that the agency’s luxurious perfume had achieved outstanding success previously 12 months due to China. Clearly, Penhaligon’s high-end positioning ($280) and its distinctive narrative match nicely with this demand. However, given the fierce competitors within the sector from each established and upstart gamers, and the rise of native perfume manufacturers (Scent Library, To Summer, and The Beast), there’s a severe risk posed to the British fragrance home. To fight this, Penhaligon should double down its efforts to consolidate its positioning. Thus far, no China-exclusive perfume has been launched, and no celebrities have been used of their industrial campaigns. It could be sensible for the model to begin evaluating such choices to not solely foster deeper connections with Chinese shoppers, but in addition to assist the model carve out a better share on this rising and profitable market. The Jing Take stories on a chunk of the main information and presents our editorial group’s evaluation of the important thing implications for the posh business. In the recurring column, we analyze every part from product drops and mergers to heated debate sprouting on Chinese social media.
https://jingdaily.com/penhaligons-perfume-china-world-according-to-arthur/
