Despite being one of many main magnificence and trend firms on the planet, Puig has maintained the agility and nimbleness of a a lot smaller enterprise.
Being a family-owned firm is “on the heart of every little thing we do,” mentioned José Manuel Albesa, Puig’s president of magnificence and trend. “We honor our values.”
The Spanish firm was based in 1914. What has maintained all through the years is a dedication to the core model ethos, which is concentrated on supporting the creatives who’re main the corporate’s manufacturers.
“We present an ecosystem for them,” mentioned Albesa of his portfolio, which incorporates designer manufacturers like Jean Paul Gaultier, Paco Rabanne, Carolina Herrera and, most lately, Dries Van Noten, in addition to area of interest manufacturers like L’Artisan Parfumeur.
Puig appears to empower and assist every to permit for disruption, creativity and innovation, he added, from formulation to packaging. That contains bucking standard knowledge when wanted, or, as Albesa says, “making don’t into do’s.”
For instance, traditionally, China has been a really small marketplace for perfume, one pushed extra by the status of the model than any olfactive qualities. For Puig, although, it has been a key supply of progress.
“We are studying loads,” Albesa mentioned. “I say to the groups, ‘Imagine a Chinese individual was making a perfume for us and put a bullfighter, as a result of we’re Spanish, with paella and flamenco on the bottle.’ No. And you do see all these manufacturers advertising and marketing in China placing pink or a tiger [on packaging]. It’s not that. You should go deeper, and to go deeper, you must perceive the tradition.”
One studying, he mentioned, got here from discovering that L’Artisan Parfumeur’s Passage d’Enfer was notably standard with the Chinese shopper.
“All of a sudden, in our boutiques in Europe, we had lots of Chinese folks shopping for it…this perfume turned 60 p.c of our gross sales,” mentioned Albesa. “We noticed that the juice was actually interesting to them.”
Puig has additionally emphasised the significance of creativity and design, in all points of a perfume’s creation.
“We are storytellers, and the packaging performs an necessary position within the story you wish to inform,” Albesa mentioned. “You can’t inform a narrative in a sq. bottle with a plastic cap.”
He referenced Paco Rabanne’s 1 Million bottle, which resembles a gold bar. The scent launched through the monetary disaster of 2008. Fashion was embracing minimalism, and the highest U.S. and European fragrances regarded related — “all sq. and spherical bottles with plastic caps…and romantic names,” mentioned Albesa. “We mentioned, ‘Let’s do one thing completely different. Let’s launch a perfume that talks about cash…and let’s name it 1 Million’…We take this danger, as a result of Paco Rabanne was a really visionary individual.…We observe his imaginative and prescient. We problem the established order.”
Challenging the established order is working, with Puig posting stable progress — a dynamic Albesa expects to proceed.
“We see progress, and we see lots of disruption,” he mentioned. “And that’s what we’re working on: the right way to go to market in a really completely different solution to what was up to now.”
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