Procter & Gamble’s bid to become a leader in the fine fragrances market begins next month with the launch of its first French designer fragrance, HervÃ© LÃ©ger.
Parisian haute couture designer LÃ©ger’s first fragrance range consists of six products, including perfume, body lotion and shower gel.
The mauve-coloured floral scent is aimed at “sophisticated, elegant women of all ages,” according to P&G France spokeswoman Catherine Chadourne.
After its launch in France, it will roll out to Germany and Austria this autumn, with press advertising through Grey Advertising. P&G has not confirmed a UK launch date, but London perfume buyers expect its arrival before Christmas.
The US giant’s ambition to rival fine fragrance market leaders Chanel, L’Oreal and LVMH – which owns the Dior and Givenchy perfume brands – depends on the success of its own French brand. The company, which already markets fragrances such as Giorgio Beverly Hills and Hugo Boss, also has a licensing agreement with designer Helmut Lang.
UK-based P&G president global fine fragrances Michael Thompson comments: “Our focus is to build our core business by continuing to build on our existing portfolio.
“We also want to add other prestige fragrance lines from respected fashion designers.”