What led you to create Maison 21G and inform us extra in regards to the revolutionary idea of bespoke perfumes?
Evocative, distinctive, and memorable, I deeply consider that the fifth sense conjures up profound feelings and connections with others. Your signature fragrance is a lot greater than a mere accent; it’s a true extension of your persona, a device to imprint reminiscences, and produce confidence all through key moments of your life. As such, I consider that your scent needs to be as distinctive as you’re!
In 2020, I conceptualised Maison 21G, supported by my ardour and 25 years of expertise in perfumery as a artistic director working alongside famend designers and perfumers. All through this time, I watched this stunning business lose its soul and accept one-size-fits-all scents, creating the identical on a regular basis floral, fruity, and gourmand scents for everyone, whereas pushing enormous advertising and marketing campaigns on the expense of high quality, distinction, and character of what’s contained in the bottle. I felt that one thing was going improper on this stunning business, so I made a decision to interrupt free from the glamorous company world and shake the conventions of this sleeping business.
My imaginative and prescient was to convey again the “energy of creation” into the palms of customers, providing a singular and interesting scent discovery expertise. Dedicated to a cleaner fragrance business, I used to be pushed by a need to convey transparency, sharing, training, and sustainability to make a greater perfumery world for the subsequent era. My final mission was to recreate an actual “Maison de creation” for all of us, creating a singular expertise with stunning scent encounters.
The idea of “expertise” is essential for opening and operating a boutique. What’s a profitable “expertise” to your prospects?
Maison 21G is a luxurious Maison of Creation with fashionable iconic flagship shops worldwide, utilizing a poly-sensorial method to create a singular retail expertise. We purpose to create a luxurious expertise in perfumery like no different for our prospects. We encourage confidence, self-expression, and exploration in perfumery, with a poly-sensorial method. With 10 flagship shops the world over, each nook of our boutiques is meticulously curated with a sequence of devoted zones corresponding to our well-known revolutionary scent bar to find and select your substances, the perfumer organ the place customers mix their very own scent, and our personal atelier’s areas to be taught the artwork of creation.
We additionally frequently search new know-how to reinforce our experiential retail choices. For example in keeping with our dedication to innovation, we provide a singular AI persona quiz. Our open app acquire data corresponding to your pores and skin tone, your scent desire, your values in life, and your required advantages to suggest well-matched scents for every particular person. Our RFID Expertise informs and educates buyers on the origins, the olfactive profile and properties of our scents.
After creating their customized scent, prospects can add a private contact by utilizing our complimentary UV Printing Machine to customize their fragrance bottle design. As well as, we offer fragrance workshops for {couples}, crew constructing occasions the place our scent consultants information shoppers in making a personalised perfume in a single hour by appointment.
Our experiential retail area encourages cross-cultural exchanges. And prospects come collectively to share concepts and cultures, pushing the envelope of creativity. Maison 21G is dedicated to disrupting the luxurious business by making a group of perfume designers, connoisseurs, aficionados, or novices in each main metropolis on the earth, pushed by a singular offline retail expertise, relayed by a powerful digital presence to finish the offline expertise with a devoted loyalty program, and automated reorder companies to your personalised scent from anyplace on the earth.
The personalisation of scent is on the core of Maison 21G’s idea? What are the parameters that go into figuring out a bespoke perfume?
Maison 21G is a model that prides itself on its dedication to craftsmanship, personalisation, training, and expertise. On the coronary heart of our enterprise mannequin is the will to create bespoke fragrances which can be tailor-made to the distinctive persona and olfactory preferences of every of our prospects. Our flagship shops function laboratories, the place highly-skilled scent designers information prospects of their scent creation, guaranteeing that their personalities and preferences are thought of at each step of the method. We consider {that a} fragrance is way more than simply an adjunct. It’s private, intimate, and turns into your voice to precise your distinctive id. This is the reason we provide our prospects direct entry to fragrance concentrates with the very best share of perfume focus to make tailored haute perfumery accessible.
The method of making a bespoke perfume at Maison 21G is interactive, partaking and enjoyable: we start by asking prospects to fill out our persona quiz, which focuses on their values in life, private DNA (nationality, pores and skin color, age), likes and dislikes associated to their olfactive preferences, and the explanations they wish to put on a selected fragrance (to be seductive, elegant, excellent, enjoyable, and so forth.). This builds a buyer scent profile that’s distinctive to their id. We have now outlined 5 distinctive persona profiles, every with its personal distinctive ingredient suggestions. For instance, an “Spectacular persona profile” will want a fragrance that tasks strongly, with long-lasting sillage, and options daring woody, oriental, and spicy notes. A “Social Fanatic Profile” then again, might be extra drawn to softer, comforting, and caring notes corresponding to musk, vanilla, and light-weight juicy fruits.
With the usage of cutting-edge know-how, leveraging AI alongside extra conventional abilities, we’re revolutionising the fragrance business by understanding the wants and tastes of every nationality, tradition, and era. The extra prospects we get, the extra highly effective our AI turns into, and the extra exact the suggestions reveal themselves to be. As a bottom-to-top method, we’re in a position to be taught immediately from our buyer base and reply instantly to new customers tendencies in every capital like Seoul, Shanghai, Paris, and elsewhere. It’s a game-changing method for the fragrance business, and the extra we develop, the extra educated and concise we’re in a position to change into in tailoring scents to people.
Workshops are on the very core of the Maison 21G DNA. What’s your favorite reminiscence of a Maison 21G workshop you organised in 2022?
We consider within the energy of scent to convey individuals collectively, and our workshops are designed to supply an unforgettable and distinctive sensory expertise. It’s a enjoyable and exploratory expertise, the place individuals can reconnect, share, and find out about one another by means of scent.
One among my favorite reminiscences is from a Love Atelier that we organised in 2022. Throughout this workshop, the couple had the chance to take their like to the subsequent stage! A younger man stunned his girlfriend with a wedding proposal. He had requested the scent designer to print “Marry Me” on the bottle that he had created for her. As he offered her with the bottle, he received down on one knee and revealed a hoop hidden contained in the field. Your entire room was moved to tears by this romantic gesture. In that second, I used to be reminded of the ability of scent to create deep and significant connections, and I used to be grateful to be part of such a particular second of their lives.
Inform us extra in regards to the sustainability efforts behind all of the packaging and glass bottles used at Maison 21G? You appear to be amongst the very first luxurious homes speaking overtly about recycling and the reuse of fragrance bottles.
At Maison 21G, our sustainable pillar is built-in into every little thing we do. Our deal with eco-consciousness, moral and clear manufacturing and distribution, is a part of our dedication to excellence, high quality, and luxurious. In an business the place the usage of buzzwords and advertising and marketing jargon to ‘greenwash’ merchandise is rampant, we try to be clear, sincere, and open about our sustainability practices.
To realize our sustainable objectives, we have now partnered with IFF-LMR (Laboratoire Monique Rémy) to supply the very best high quality of perfumes. IFF’s vertical integration permits us to manage each step of our substances provide chain, and its adherence to particular sustainable and clear standards, together with environmental duty, honest working situations, and optimistic relations with native communities.
At Maison 21G, we pleasure ourselves on being clear and open about what we embrace in our bottles and what we don’t. Our scents are 100 per cent vegan, cruelty-free, CMR-free, paraben-free, phthalate-free, and preservative-free. We additionally formulate our scents as biodegradable to scale back our environmental impression.
We consider in creating merchandise which can be recyclable and refillable. We have now banned the usage of plastic in any of our merchandise. We’re the primary firm to have refillable bottles, encouraging buyers to reuse their bottles, with reductions and incentives for many who reuse, recycle, and cut back their waste. By committing to eco-consciousness, moral manufacturing, clear sourcing, Maison 21G is taking steps in the direction of a greener future for all.
You will have expanded your product vary and Maison 21G now provides inside its boutiques perfumed candles, the very begin of an elaborate house scent assortment. How is it performing?
The pandemic introduced unprecedented adjustments in our existence, with individuals spending extra time at house than ever earlier than. At Maison 21G, we recognised that buyers have been on the lookout for methods to make their house atmosphere extra snug, inviting, and reflective of their personalities. This impressed us to launch our sustainable, pure, and customisable Dwelling Scents vary, and we’re delighted with the way it has been embraced.
Our Dwelling Scents vary was launched with the identical daring and disruptive method that characterises our fragrance vary, and is underpinned by a dedication to wellness, together with all-natural substances that may assist prospects chill out, focus, and sleep extra successfully. We consider that individuals need to unlock the scent of their soul, and our Dwelling Scents vary is designed to make that course of straightforward, gratifying, and eco-conscious.
The gathering consists of our stunning 100 per cent pure wax Twin Candles, Bespoke biodegradable Reed Diffuser, and pure Oil burner which permit prospects to decide on and mix their favorite scents in fashionable and opulent ornamental objects, a premiere within the Dwelling Scent world. As with our personalised perfumes, we put the shopper on the coronary heart of the creation course of and set it aside from all of our opponents.
We consider that the information to create a wonderful, wholesome Dwelling Scent for the entire household, needs to be accessible to everybody.
E-commerce is rising quick throughout all continents. We see your crew working exhausting on growing the worldwide digital presence of Maison 21G. How are on-line gross sales performing for you?
Maison 21G’s experiential on-line e-commerce completes the offline expertise with a devoted loyalty programme and automated reorder companies for personalised scents from anyplace on the earth. We provide bespoke artistic experiences to anybody, anyplace, with our DIY artistic set, which we are able to ship to any location throughout the globe. Our absolutely customised web site permits a singular and playful artistic expertise at house.
Our lead magnet, the AI-Powered Quiz, guides customers in creating the proper scent combos on-line based mostly on their persona, tradition, age, and totally different wishes for a fragrance, corresponding to freshness, magnificence, and seduction. The twin-scented crayon permits individuals to strive mini scents earlier than buying a full bottle. Right this moment our fragrance followers on-line who can not entry to our outlets have grown considerably. Lots of people are uninterested in off-the-shelf scents and have leapt on the probability to craft their very own scents from sustainable and high-quality substances on our bespoke web site. Our model promise of pure, clear, and ethically sourced essences has resonated strongly. Our core buyer base consists of Millennials and Gen Z customers from Asia, US, Canada, Australia, and Europe, in search of personalised merchandise with an experiential edge on-line. By numerous activations with on-line campaigns, direct advertising and marketing, and a devoted, inclusive, engaged, and lively group of scent designers, we have now constructed a loyal buyer base that shares our ardour for creativity, high quality, and sustainability.
Inform us about your newest growth within the Center East with the opening of a boutique in Dubai and a long run partnership with the Chalhoub group. This all sounds very promising!
We’ve been thrilled with the responses from the Center East customers since we launched Maison 21G. Perfume is only ingrained into their tradition, and it’s superb for me to precise the DNA of my model there. I’m personally passionate in regards to the Center East market, and we have now thrilling plans for the area with the help of the distinguished {and professional} Chalhoub Group.
In Dubai, I’m at all times impressed by the range of cultures and the pure artistic instincts of the individuals I meet. They’re so fashionable and take superb care of their picture and scent id. Dubai has no boundaries, and I like the grandiose and multisensory experiences discovered at each nook of this buzzing worldwide capital. We’re trying to broaden our presence in Dubai but additionally Abu Dhabi, with a deal with opening extra shops in key selective prime areas like Bloomingdales, Tyrano, Malls of the Emirates, and past.
In Qatar, we’ve simply opened a wonderful flagship retailer within the model new luxurious mall of Vendome, subsequent to all essentially the most luxurious manufacturers. We’re now increasing and have established partnerships with prestigious shops corresponding to Printemps, Galerie Lafayette, and Harvey Nichols, with a artistic scent bar idea. We’ve been overwhelmed by the kindness and fervour of the individuals for our stunning substances and experiential ideas.
My largest problem now could be to beat Saudi Arabia, with the opening of our flagship retailer in Nakheel mall. We all know it’s a demanding market when it comes to high quality and repair, with a big base of fragrance connoisseurs and aficionados. Nevertheless, we’re assured that we have now every little thing at Maison 21G to make an impression there. I’m personally concerned in each side of the shop opening, and we’re dedicated to offering the very best high quality services to our prospects in Saudi Arabia and throughout the Center East.
Fragrance is an inseparable a part of Center Japanese tradition. What angle in the direction of fragrance have you ever seen amongst Center Japanese customers?
The Center East is revered to a excessive diploma and perfumery rooting in historic practices. For example, the Persians have been the primary to make use of distillation in extracting oils from flowers to create stunning essences that solely Center Japanese individuals have the tradition to understand. Who would’ve identified that many years, centuries later, fragrance software nonetheless stays an important ritual of their each day lives.
Famend for essentially the most aromatic of traditions — smouldering incense, burning bakhoor, utilizing ritualistic important oils, and aromatic teas — it’s no marvel why the language of scent creation applies on many ranges of their tradition. From a non secular strategy to anoint oneself earlier than prayer to epitomising a private fingerprint, deep reminiscences of their life, a press release of themselves; fragrance is a robust device in characterising one’s individuality right here.
With certainly the strongest olfactive preferences globally, the residents of the Center East search a daring, distinctive scent and undoubtedly above-average longevity. Furthermore, their conventional method consists of layering a number of opposing scents. Most prevalently, they use spices, earthy patchouli, deep resins and amber, sensual oud, floral rose Taif, all to create essentially the most elaborate, unique, and astounding compositions distinctive to themselves, which they’ll discover at Maison 21G. Our idea of making your individual fragrance is completely tailored to Center Japanese customers who’ve been layering and mixing scents for many years. They respect the artwork of fragrance making and have a deep understanding of the complexities of making a singular scent that displays their persona and magnificence.
After opening boutiques in Vietnam and South Korea, what’s your subsequent necessary tasks and developments throughout 2023 & 2024?
South Korea is a key marketplace for Maison 21G in Asia and success on this nation can have a big impression on our model’s status and growth in Asia. As a result of South Korea is understood for being a trending marketplace for luxurious manufacturers, reaching success there can set the tone for the remainder of Asia, together with international locations corresponding to China, Thailand, and Vietnam. Customers in these international locations could also be extra seemingly to concentrate to a model that has already confirmed itself within the aggressive South Korean market.
Subsequent for me is to proceed increasing my model selectively in Asia with experiential retail, sustainability, and training. I’m dedicated to opening extra flagship shops, store in store in luxurious malls, counters in responsibility free areas, to convey our distinctive expertise to each main capital.
My subsequent largest problem for 2023-24 might be China the place we have now a really formidable plan with Everlasting group. We’ve already opened a wonderful retailer in Hainan with Lagardere and can quickly be opening flagship shops in Shanghai and Shenzhen, in addition to partnering with fashionable distributors who perceive and might categorical our model DNA. To achieve fashionable Gen Z and Millennials, we’ll additionally deal with digital platforms like Tmall, Weibo, Little Crimson E-book, and WeChat, translating our AI quiz and selling our hero merchandise in Chinese language.
In China, customers have a comparatively brief historical past with perfumery and are wanting to be taught in regards to the substances, uncover their preferences, and develop their very own scent fashion. They’re additionally concerned about studying about perfumery suggestions and methods, together with what scents to put on for various events and the variations between high- and low-quality perfumes. The development in the direction of area of interest perfumery in China displays a need amongst customers to precise their id and individuality by means of perfume, in addition to a rising appreciation for high-quality, artisanal merchandise. This development is partly pushed by a need to face out and be totally different from the gang, with distinctive fragrances that can’t be present in mass status perfumes. Chinese language customers are additionally more and more concerned about unconventional scents with characters that permit them to precise their edgy fashion.
To adapt to those totally different expectations, Maison 21G will tailor our advertising and marketing method and companies to Chinese language customers. That is the power of our personalised method, which isn’t solely tailor-made to the person but additionally to the tradition and context. We put excessive effort into localising our method, contemplating the cultural and historic context of perfumery in every market and the way this influences shopper preferences and behavior to succeed worldwide. The period of “one-size-fits-all” fragrance and super-centralised advertising and marketing is unquestionably over, and I’m excited to be on the forefront of this new method to the business.
The place do you see Maison 21G in 5 years down the street? Any IPO deliberate forward?
Grow to be the primary tailor-made perfumery model globally.
The model goals to problem ready-made merchandise and set up a brand new section within the perfume business: the Tailor-made Perfumery section — after the shock of Area of interest Perfumery. We intend to have iconic Homes of Creation in key perfume capitals worldwide to put in this new section by way of the model’s robust credentials in design, innovation, and sourcing new pure substances for our scent designer group.
We constantly enhance our service and coaching of Maison 21G scent designers, probably constructing an academy of perfumery to share information and experience. We have now tasks in Web3 to tokenise our distinctive fragrance creation recipes, which is able to stop copying and grant possession to our loyal prospects, preserving their creativity at Maison 21G.
We additionally plan to accomplice with different industries corresponding to artwork, culinary, music, resorts, and mixology to create polysensorial occasions.
To help the imaginative and prescient and mission, Maison 21G will proceed to boost sensible cash with greater traders to problem the normal fragrance business, acquire sustainable market share and change into essentially the most fascinating fragrance model.
We wish to hold the authenticity of what they do so long as doable, supported by lively funds and monetary companions who perceive the significance of disruption, branding development and innovation to satisfy the brand new customers’ wants in perfumery.
How did you react to the acquisition of Tom Ford by the Estee Lauder Group in November 2022 for a hefty US$2.8 Billion price ticket (together with debt)?
This acquisition of Tom Ford is a strategic transfer that strengthens Estee Lauder’s high-end luxurious magnificence portfolio. Tom Ford has established itself as a number one model within the perfume and cosmetics market over the course of a number of many years and has a big presence in necessary progress markets such because the Asia-Pacific area and journey retail. Their success in disrupting the fragrance business years in the past is noteworthy. This acquisition is a testomony to the worth of constructing a powerful model picture with revolutionary merchandise, reaching untapped customers, and being led by a daring, robust founder.
Maison 21G goals to observe in Tom Ford’s footsteps by making a luxurious artistic model picture with revolutionary services that may attain untapped customers. We try to be a challenger within the high-end luxurious section of the perfumery business, specializing in personalisation, sustainability, and an experiential method to create your individual scents. Our dedication to creativity units us aside from opponents, and we’re continuously pushing the boundaries with new know-how and machine studying to raised perceive the wants and tastes of our prospects. We’re daring and unafraid to disrupt the fragrance business, bringing transparency and openness into an business sorely missing in disruption.
What are the commanding valuation ratios within the magnificence and fragrance business?
Valuation ratios within the magnificence and fragrance business are decided by quite a lot of elements, together with an organization’s measurement, progress potential, profitability, barrier of entry, know-how, robust USP and model picture. When an organization has a powerful model picture and a disruptive method, it tends to have larger valuation ratios. Within the magnificence business, it isn’t unusual for bigger corporations to pay as much as 10-12 instances an organization’s income in the event that they see potential for progress and growth.
So for small magnificence corporations, the important thing to reaching excessive valuation ratios is to problem the normal enterprise mannequin and create a powerful, disruptive worth proposal with excessive barrier of entry and agility, that bigger corporations can not simply replicate with their established constructions. It’s certainly tough for bigger corporations to innovate as they should stability threat and infrequently have heavy constructions to navigate.
This creates vital potential for acquisition and growth with massive teams, as they search out revolutionary and disruptive corporations to reinforce their portfolios and acquire market share.
Within the fragrance business, by disrupting the business with new and revolutionary concepts, small corporations have an enormous potential for acquisition and growth with massive teams and probably command excessive valuation ratios within the course of.
To search out out extra about Maison 21G, go to https://www.maison21g.com/house or contact them at [email protected]
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