At 50, Jacques Bogart reinvents its fragrances amid intensifying competitors

“The Jacques Bogart model holds a central place in our portfolio. It has a powerful presence in the USA, Latin America, the Center East, and Australia, the place Silver Scent has change into the top-selling model by quantity within the drugstore channel. We noticed that its core strengths — energy, longevity, and accessible pricing — had been more and more being challenged by Center Japanese perfumery,” explains Anouk Poëy de Langlais, Chief Working Officer of the Perfume & Cosmetics division at Groupe Bogart.

The problem was to reinvent the model to raised align with up to date tastes, whereas preserving the attributes that constructed its status. The underlying aim is to develop distribution throughout Europe and Asia, via a selective community of perfumeries and drugstores.

Extension to ladies’s fragrances

Alongside the launch of two new variations — One Man Present 24K Oud Elixir and Silver Scent Platinum — the model, lengthy positioned as solely masculine, is breaking new floor with the introduction of two ladies’s fragrances. Designed as counterparts to their masculine editions, they mirror them in each design and olfactory composition.

For One Girl Present, perfumer Dominique Preyssas (CPL Aromas) has created an enveloping and addictive perfume: fruity cherry, almond, and spice. The bottle, designed by Objets de Convoitises, is impressed by the construction of a diamond.

For Silver Scent For Her, Alnoor (Objets de Convoitises) has retained the modernity of the unique design whereas including a contact of fluidity and seduction. As for the perfume, Isaac Sinclair (Symrise) celebrates the enduring orange blossom of Silver Scent, warming it with woody and sensual notes.

The olfactory signatures of the One Man Present 24K Platinum and Silver Scent Platinum variations additionally mirror present traits. For the previous, Céline Perdriel (Cosmo Worldwide Fragrances) composed an oriental-fruity scent. For the latter, Jean-Christophe Hérault (IFF) created a really vibrant woody fougère. The bottles, redesigned by Alnoor, emphasize the metallic end.

Increasing via iconic collections

Constructing on the success of the brand new model Aholic, the group is as soon as once more specializing in a personal assortment named Bogart Paris. Every creation is conceived as a dialogue between two uncooked supplies. Among the many perfume choices, Santal Fig (Céline Perdriel) presents a classy woody signature, whereas Rose Leather-based (Julien Rasquinet) gives a spicy freshness with a leathery depth. For its half, Vetiver Violet (Dominique Preyssas) will enchantment to classic fanatics.

The monochrome bottles designed by Alnoor mix weighted, absolutely faceted tinted glass, metallic-effect labels, and substantial caps. They’re housed in black circumstances with a matte-gloss end, accented by silver hot-stamped lettering. The retro-modern promoting marketing campaign attracts inspiration from Nineteen Forties American cinema — “a ardour of the founder, Jacques Konckier, and a nod to the model’s origins,” the model explains.

“Priced beneath EUR 100 for 110ml, Jacques Bogart strengthens its place as a premium entry-level model, providing robust worth for cash as designer and area of interest perfume costs proceed to climb,” explains the division head.

An agile and adaptive mannequin

Organized round a vertically built-in mannequin, Groupe Bogart owns its factories and has its personal distribution community: greater than 400 factors of sale in seven international locations beneath the April banner. This benefit facilitates accelerated launches and brief decision-making processes. “Testing the merchandise we develop in our personal retail community permits us to rapidly confirm client expectations in numerous markets. We are able to then supply our successes to different worldwide distributors,” explains Aurélie Elkouby, Head of Fragrances for the group.

The seven perfume manufacturers inside Groupe Bogart span the total olfactory spectrum. “We tackle all market segments. Relying on the geographic area, buying energy, preferences, and distribution channels differ. However the main traits in perfumery — and client expectations — stay constant worldwide,” explains Anouk Poëy de Langlais.

The evolution of Jacques Bogart fragrances kinds a part of the Perfume & Cosmetics division’s broader portfolio technique, which incorporates the launch of fifty new merchandise in 2026. Among the many highlights is the introduction of a high-end fragrance assortment at Stendhal, one of many group’s flagship manufacturers. Named Essences Précieuses, the road is offered in an inventive bottle designed like a chunk of knickknack (retailing at EUR 280 for 100ml). Marking its eightieth anniversary this yr, Stendhal now operates throughout three segments: skincare, make-up, and perfume. As soon as once more, this multi-segment technique is geared toward increasing into new markets.