P&G launches designer fragrance Hervé Léger

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, Hervé Léger.

Parisian haute couture designer Léger’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.”