Chanel Unveils Bleu De Chanel L’Exclusif

Fragrance Focus

Here's what's happening this week in the world of luxury fragrance marketing:
- Jo Malone goes all-in on e-idol ‘tuan bo’.
- Miu Miu reenters fragrance with L’Oréal scale.
- Chanel adds a pricier Bleu extrait iteration.
- Bella Hadid’s Ôrebella drops sweet-androgynous fifth scent.
- Indie launch Samir Grey leans on grief-to-escape storytelling.

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📌WEEKLY MUST-KNOWS

LICENSING & PORTFOLIO STRATEGY
Miu Miu Returns To Fragrance With Miutine Under L’Oréal

Miu Miu will launch Miutine in September 2025, its first scent developed under L’Oréal Luxe, composed by Dominique Ropion with a contemporary chypre profile and fronted by Emma Corrin. The move leverages L’Oréal’s scale and Miu Miu’s recent growth to re-enter fragrance with clear range continuity and department-store distribution. Expect competitive pressure in premium women’s fragrance and fresh demand from younger luxury shoppers.

FLAGSHIP LAUNCH
Chanel Unveils Bleu De Chanel L’Exclusif

Chanel expands its men’s pillar with Bleu de Chanel L’Exclusif, an extrait-like, woody ambery aromatic centered on lavender, cedar and sandalwood, created by Olivier Polge and fronted by Timothée Chalamet. With 60 mL at $238 and 100 mL at $334, Chanel adds a higher-intensity, higher-price rung to its flanker ladder. This shores up leadership in men’s prestige while deepening brand heritage for retailers and collectors.

SOCIAL COMMERCE
Jo Malone Tests E-Idol ‘Tuan Bo’ To Spike Douyin Sales

Jo Malone’s Douyin livestream with e-idol group Joy X drew 593,000 views and lifted GMV to an estimated 1–2.5 million RMB, far above brand solo streams. Group livestreaming concentrates young female shoppers and can deliver 10x sales, but brings reputational risk given suggestive content and format scrutiny. Global brands eyeing China growth should treat tuan bo as high-reward, high-risk with strict brand-safety controls.

PACKAGING & SUSTAINABILITY INNOVATION
Meiyume Outlines AI-Led Scenting And Greener Packaging For Indies

Meiyume is advising indie brands with an AI market tool for APAC scent and packaging choices while investing in premium-feel sustainable components like aluminum caps and exploring mono-material pumps. This aligns personalization with rising eco expectations without sacrificing luxury cues. Packaging leads and brand builders can translate this into faster testing, clearer positioning and reduced material risk.

🗣️ LEADING VOICES

⚡QUICK READS

Bella Hadid’s Ôrebella Launches Eternal Roots: Ôrebella’s fifth scent blends lychee, raspberry and vetiver, signaling continued celebrity DTC momentum with a sweet-androgynous profile aimed at Gen Z gifting.(More)

Kahh Spence Debuts Samir Grey One Parfum: The celebrity hairstylist-turned-founder launches a personal vanilla–peony–almond profile during Black Business Month, underscoring the power of narrative-led indie entries.(More)

Chanel’s Bleu L’Exclusif Rolls Out In Paris: A denser, sandalwood-led flanker lands in Chanel’s Paris doors with Timothée Chalamet as face, reinforcing a flanker ladder and premium price mix.(More)

Miley Cyrus Keeps Gucci Flora In Spotlight: Despite a shelved Calvin Harris track, Cyrus’ ongoing Flora campaigns sustain mass awareness, highlighting how fragrance ambassadorships can rival music drops for reach.(More)

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