Balmain Beauty: the first boutique in Paris
Balmain Beauty has just inaugurated its first boutique dedicated to its fragrance collection, located on rue des Francs Bourgeois, in the 3rd arrondissement of Paris. We’re running to find out.
The new space, designed as a veritable art gallery, offers visitors an immersive experience. The haute couture brand, already well-established in the fashion world, is making a remarkable entry into the beauty market with a comprehensive and innovative strategy. This boutique is much more than a simple point of sale: it reflects Balmain’s ambition to redefine the shopping experience.
An exclusive offer and a unique sensory experience
Opened to the public after its inauguration last week, the Balmain Beauty boutique offers a unique experience thanks to its “Sense Portal”. This technology, developed in partnership with The Estée Lauder Companies, enables customers to discover the fragrance that suits them by stimulating not only their sense of smell, but also their sense of touch, sight and hearing. Sense Portal’s hypersensitive sensors analyze users’ preferences to suggest a fragrance to suit their personality. An unprecedented experience in the world of perfumery, already winning over luxury connoisseurs.
In the window, visitors can admire the Les Éternels collection, launched at the end of August. These eight mixed fragrances, displayed like works of art in the four corners of the boutique, testify to Balmain’s expertise in haute parfumerie. Olivier Rousteing, the house’s artistic director since 2011, sees this project as a real turning point: “more than a new chapter, it’s a new book we’re writing together,” he confided at the inauguration.
A booming market
The opening of this boutique is part of a general trend observed in the haute parfumerie sector. Prestigious houses such as Valentino, Fendi and Rabanne have also recently launched their beauty collections. This dynamic can be explained by the strong growth of the global fragrance market, valued at over $42 billion in 2022, with forecast growth of +5.4% between 2023 and 2032, according to Global Market Insights.
The collaboration between Balmain and Estée Lauder for Les Éternels is the fruit of two years’ work, and the Paris boutique marks a key moment in this adventure. From now on, these fragrances will be available not only in department stores and on the balmainbeauty.fr website, but also in this dedicated boutique, which is becoming the new must for lovers of haute parfumerie in Paris.
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