By and  on June 27, 2008

Roger & Gallet, the pioneering French personal care brand, has a new positioning — and it's private. Private luxury, that is: Luxury that is intimate, to be used in the privacy of the home, not a luxury brand tied to social status.

That, according to Christophe Melard, chief executive officer of Roger & Gallet, will allow the masses to access the brand, along with its new partnership with Perfumania, where Roger & Gallet items in September will be sold in the chain's 320 outlets in the U.S. Two additional retail partnerships are expected to be announced by the end of the year, the company said, adding that YSL Beauté Holding, which is the brand's parent, also is working on a number of direct-sales operations, beginning with a Roger & Gallet e-commerce site by next spring, as well as Roger & Gallet flagships in key markets. L'Oréal purchased YSL Beauté from PPR in the first quarter of this year.

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