Kurkdjian Bets On $28K Collector Fragrance

Plus: Bottega Veneta starts wholesale with Bergdorf counter

Author

Zihan Lyu
September 10, 2025 • Estimated Reading Time: 4 minutes

Fragrance Focus

Here's what's happening this week in the world of fragrance marketing:
- Bottega opens first fragrance counter at Bergdorf Goodman.
- Prada leans Gen Z with Tom Holland’s Paradigme launch.
- Glasshouse scales Canada with Northern Peaks artist-led collection.

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Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

MFK is releasing a $28,000 Baccarat Rouge 540 Édition Millésime in limited batches of 54 per year, pairing ambergris with a 24-carat-capped red crystal vessel and a members program offering refills and curated experiences. It advances LVMH’s push into ultra-collectible fragrance, deepening loyalty with HNWIs and margin-rich drops. Implications for luxury houses and retailers courting collectors and experiential spend.

Kering Beauté opened Bottega Veneta’s first-ever wholesale fragrance counter at Bergdorf Goodman, extending the house’s beauty universe with Venetian-inspired design. The move formalizes a high-touch US retail channel for Bottega and aligns to continued prestige fragrance growth, giving Bergdorf a differentiated luxury experience and acquisition entry point.

Gentle Monster launched a 14-floor cultural hub fusing eyewear, Tamburins fragrance, tea, tableware and art, punctuated by Max Siedentopf’s kinetic installation. The multi-sense format reframes physical retail as a branded universe that drives dwell time and cross-category basket, offering a blueprint for luxury houses to rebuild IRL relevance.

⚡QUICK READS

Prada Taps Tom Holland For Paradigme Launch: A star-studded NYC event with Gen Z talent and music acts positions Prada’s new masculine scent for youth reach and fast sell-through at Sephora and Ulta.(More)

Glasshouse Launches Canada-Inspired Northern Peaks: Artist-led alpine packaging and scents anchor the brand’s Canada growth with placements at Bloomingdale’s, Anthropologie and key Canadian boutiques, showing regional storytelling can drive sell-in.(More)

Shaquille O’Neal Debuts $55 Cologne At JCPenney: A six-month exclusive gives JCPenney a traffic lever in a top-performing category and tests athlete-led fragrance at accessible price points.(More)

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