By  on July 25, 2008

PARIS — B de Boucheron, a new women’s scent due out this fall, celebrates the 150th anniversary of Boucheron being in the jewelry business and its first fragrance’s 20th birthday.

“We really decided to make a strong statement this year,” said Jean-Christophe Bedos, chief executive officer of the Place Vendôme jewelry house, which worked on the project with Boucheron’s fragrance licensee YSL Beauté, now part of L’Oréal. “We wanted to be perceived, seen and understood as the jeweler perfumer. And the concept therefore is to confirm and reaffirm our brand values in terms of the very high end.”

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