Balmain Beauty has just opened its first boutique dedicated to its fragrance collection on Rue Franc Bourgeois in the 3rd arrondissement of Paris. We are running to find out.
Designed as a true art gallery, the new space offers an immersive experience for visitors. Already a strong presence in the fashion world, the haute couture brand has made a remarkable entry into the beauty market with a comprehensive and innovative strategy. The boutique is much more than a retail location and reflects Balmain’s ambition to redefine the shopping experience.
Special offers and unique sensory experiences
Balmain Beauty Boutique, which opened to the public after its opening last week, offers a unique experience thanks to the ‘Sense Portal’. Developed in partnership with The Estée Lauder Companies, this technology allows customers to find the fragrance that’s right for them by stimulating not only their sense of smell, but also their sense of touch, sight, and sound. Sense Portal’s sensitive sensors analyze your preferences and suggest scents that match your personality. An unprecedented experience in the world of perfumery is already captivating luxury connoisseurs.
In the window, visitors can admire the Les Éternels collection, launched at the end of August. These eight mixed fragrances are displayed like works of art in the four corners of the boutique, testifying to Balmain’s expertise in luxury perfumery. Olivier Rousteing, the house’s artistic director since 2011, sees this project as a real turning point. “This is more than a new chapter, it’s a new book we’re writing together,” he confessed at the inauguration.
A booming market
The opening of this boutique is part of a general trend observed in the luxury perfume industry. Renowned brands such as Valentino, Fendi, and Rabanne have also released beauty collections recently. According to Global Market Insights, this dynamic can be explained by the strong growth of the global fragrance market, which exceeded $42 billion in 2022 and is projected to grow by +5.4% between 2023 and 2032.
Balmain and Estée Lauder’s collaboration on Les Eternelles is the result of two years of work, and the Paris boutique marks a key moment in this adventure. From now on, these fragrances will be available not only in department stores and on the balmainbeauty.fr website, but also in this exclusive boutique, which is becoming the new must-have for luxury perfume lovers in Paris.
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Written by Victoire October 14, 2024
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