Estée Lauder boosts luxury fragrance with new Paris Atelier
This move underscores Estée Lauder’s long-term commitment to France as a core base for its European operations and global fragrance innovation.
FRANCE – Estee Lauder has opened its groundbreaking Global Fragrance Innovation Hub, La Maison des Parfums, in Paris on Rue Volney, marking a significant milestone in its nearly six-decade presence in France and its global leadership in luxury fragrance.
Spanning 2,000 square meters over five floors, this state-of-the-art Fragrance Atelier serves as a centralized hub where creative, marketing, and product development teams from Estée Lauder’s prestigious fragrance brands—including Jo Malone London, Tom Ford, Le Labo, Kilian Paris, and Editions de Parfums Frédéric Malle—collaborate intensively.
The facility uniquely blends advanced technology such as AI-powered fragrance development labs, neuroscience modelling, CO₂ supercritical extraction, and molecular analysis with traditional artistic craftsmanship to accelerate fragrance creation timelines by 30% to 50%.
Stéphane de La Faverie, Estée Lauder’s CEO, stated, “Building on our incredible heritage of creativity and innovation, the Atelier will propel our future growth in this dynamic category — uniting world-class expertise, cutting-edge technology, and the artistry of fragrance to accelerate innovation across our portfolio.”
“Located in the cradle of perfumery, our teams will blend state-of-the-art technology, data-driven intelligence, and olfactive expertise to craft the next generation of extraordinary scents for our consumers worldwide.”
La Maison des Parfums is designed to integrate global consumer insights and technical expertise from Estée Lauder’s innovation centres in the U.S., China, Belgium, and Canada, optimizing every stage from research to final product.
This innovative approach enables the company to respond swiftly to evolving consumer preferences and shape the next generation of luxury scents, reinforcing its strategic ambitions in the fragrance sector.
Through this convergence of science and artistry, the company aims to redefine the future of perfume creation while honoring its heritage of excellence in the cradle of perfumery.
This move comes when the fragrance market in France is experiencing a renaissance, blending its storied heritage with modern innovation and shifting consumer values.
According to a report by StrategyHelix, the fragrance market in France is poised for moderate growth, with projections indicating an increase of USD 1.4 billion and a CAGR of 5.9% through 2030
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