Nearly 40 years after Annick Goutal founded her namesake brand, the niche fragrance company is going through a “rebirth” under a new name, Goutal Paris.
With parent company Amorepacific and creative direction from Goutal’s daughter, Camille Goutal, the brand is harnessing its heritage in storytelling and perfumery and adding in a modern element with new collections and packaging.
“The brand has always had a strong position in the niche fragrance segment as one of the first brands and one of the first female founded brands,” said Jessica Hanson, president and general manager of Amorepacific U.S. Inc. “Between our global team and Camille, we looked at the brand’s roots and thought how can we make more of a statement and dial up those subtleties.”
One of those subtleties is each fragrance’s composition and inspiration. Because Annick Goutal herself emphasized the story and artistry behind each fragrance, the brand wanted to highlight this with new packaging showing illustrations of the inspiration or ingredients used.
While the brand has a dedicated customer base, the reasoning behind the “rebirth” was to raise more awareness for the brand within the increasingly competitive niche fragrance category. The brand is planning to amplify its messaging in the U.S. through its two New York boutiques and 10 retail doors at Bergdorf Goodman and Saks Fifth Avenue and is looking for more points of distribution both in-store and online. After redesigning its web site earlier this month, Goutal Paris also has plans to work closely with influencers and focus more on digital marketing. Industry sources estimate the business in North America will exceed $5 million in retail sales after a year of the “rebirth.”
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“Goutal Paris has been a part of the niche [fragrance] segment, but it’s been quiet,” Hanson said. “It’s our moment to be more expressive and reclaim market share.”
As part of the “rebirth,” Camille Goutal also wanted to pay homage to her mother by creating a follow up to one of the brand’s best-selling fragrances, Eau d’Hadrien, which is a fresh, citrus scent. While both scents take inspiration from Tuscany, the new scent, called Bois d’Hadrien, is a warmer, woodsy scent, that Goutal created by returning to the Tuscan garden that served as her mother’s inspiration for the original scent.
“She never cared about trends,” Camille Goutal said. “She had this intimate feeling that as long as she would create quality fragrance with soul, people would love them.”
In addition to the new scent, the brand is also releasing a collection of alcohol-free versions of its best-selling fragrances, including Eau d’Hadrien, l’Ile Au Thè, Songes and Rose Pompon, which are meant to be more environmentally friendly and more wearable for customers who are sensitive to fragrances. Each 3.4-oz. bottle is priced at $100.
Goutal Paris is also entering the “children’s fragrance” category, which has gained popularity in France, with a new scent named Chat Perché. Inspired by her childhood of playing outside, the fragrance includes notes of lemon tree flower and sweet pea. A 3.4-oz. bottle retails for $85.
“We really have a hidden treasure in the brand,” Goutal continued. “We just want to make the brand more universal and appealing to the consumer and make the brand more comprehensive because we have so many fragrances and a long history.”
In addition to solidifying its presence in the U.S., the brand has plans to expand its footprint in the Middle East and Asia. Going forward, the brand has plans to continue adding to its offerings of more than 30 fragrances and home products. Prices for fragrances range between $92 to $202 for a 3.4-oz. bottle and prices for the home collection range from $72 to $90 for candles and diffusers.
“The stories are an emotional connection,” Hanson continued. “That’s what we wanted to be able to express in a more dramatic way. When you get immersed in the brand, you feel like you’re on a journey and you can envision these stories.”