Louis Vuitton’s return to perfume

As comebacks go, this is to be a grand one. Louis Vuitton confirmed yesterday, Thursday, January 5th, the rumors circulating last October about the preparation of a Louis Vuitton perfume. This will not, however, be the brand’s first eponymous perfume to be marketed.

In the 1920s and 30s Louis Vuitton marketed several scents dubbed, respectively, Eau de Voyage, Je tu il, and Heures d’Absence. None of these have endured the test of time, even though Eau de Voyage had, for instance, been re-issued in 1980.

The story today is quite different. Louis Vuitton is almost the only luxury brand not to have invested in the area of fragrance, which is an area so rich in potential and so representative of accessible luxury for a great number of people.


To ensure this effort will be a success, Louis Vuitton has entrusted it to one of the greatest master perfumers Jacques Cavallier-Belletrud, born in Grasse, whose father and grandfather were both perfumers before him.



His resume boasts a long list of successful fragrances such as L’Eau d’Issey, Jean Paul Gaultier Classique, Dior Addict, Poème by Lancôme, Stella by Stella McCartney, Cinéma by Yves Saint Laurent. He was the recipient of the François Coty award in 2004 in recognition of his achievements in the field of perfume. 

The task is certainly immense. And the pressure great. The label did not say when it plans to market its first fragrance. However, it did indicate that the fragrance will be available in the brand’s stores of which there are now 461 in the world.