LE LABO

Le Labo is an American perfume brand founded in 2006 by creative directors Eddie Roschi and Fabrice Peno, former employees of the marketing department of Giorgio Armani Fragrances, owned by L’Oréal. The Le Labo brand was launched with Roschi and Peno’s own money and was positioned as an opposition to the product of large perfume corporations with their faceless ideas and fragrances. The first store in New York resembled a chemistry lab. The bottles resembled pharmacy flasks, and the labels suggested the presence of the name of the bottle’s owner and the date of mixing the fragrance. Simple cardboard boxes and the entire entourage of the boutique only enhanced the impression of a laboratory. The perfume concentrate was mixed with alcohol and water right in the presence of the buyer, which was a well-thought-out marketing ploy: it was as if the person was present at the creation of his own bottle of perfume. Each fragrance has a name consisting of a word and a number. The word denotes the component or chord that is the most abundant in the formula, and the numbers denote the total number of elements in the formula. At the same time, the fragrance may not have a pronounced smell of the component listed on the label, since different ingredients have different olfactory intensities. Having started with ten fragrances, the brand has released twelve compositions in fourteen years, excluding the lines of perfumed oils and the "urban" collection. Roschi and Peno invited famous perfumers to collaborate on them: Frank Voelkl, Annick Menardo, Nathalie Lorson, Michel Almairac, Mark Buxton, Françoise Caron, Yann Vanier, Maurice Roucel, Alberto Morillas and others. The brand's best-selling fragrance was Santal 33. It is to it that the brand owes its fame and popularity. The unusual fragrance was mentioned in The New York Times and was also favorably received by fashion industry workers. Soon it became a symbol and synonym of modern fashion, avant-garde style and attracted the attention of everyone who wanted to stand out, but at the same time be part of fashion. Designers, photographers, journalists - closed fashion events "for their own" literally smelled of Santal 33. City Exclusive Collection is a special collection of fragrances dedicated to different cities of the world. It was launched in 2006 with the fragrances Aldehyde Dallas 44 and Tubereuse 40 New York. For each city, its own fragrance was created, and you can buy it only in the boutique of that city. For the Russian capital, the fragrance Benjoin 19 Moscow was released in 2013. Today, Le Labo, in addition to fragrances, offers personal care products, a bath line, accessories, design books and perfumes for rooms.