Simon Porte Jacquemus, the fashion designer who paints a tantalizing picture of the Provençal art of living, brings his sunny vision of the brand to the world of beauty, WWD has learned.
And he’s teaming up with Puig, the Spanish fragrance and fashion house known for its storytelling approach and branding prowess, according to market sources.
Contacted by WWD about the new venture and the business combination, Jacquemus made no comment.
It is understood that the project is expected to be introduced sometime in 2022. Details of the first flight of the product could not be learned immediately.
Given Jacquemus’ vibrant fashion industry, avid social media followers, and famous devotees such as Kendall Jenner, Rihanna and the Hadid sisters, the designer’s foray into beauty is likely to generate widespread interest. .
The French designer has 3.8 million followers on Instagram, reminding them recently that he founded his brand in 2009 with a photo of an oval-shaped block of butter stamped with his logo.
Her mantra on the photo-sharing platform is straightforward and simple – “I love blue and white, stripes, sun, fruits, life, poetry, Marseille and the 1980s” – all of the right things. to a unique perspective on perfume and other beauty categories.
The designer staged parades through lavender and wheat fields, made jewelry with blocks of Marseille soap, and opened a flower shop in Paris during pandemic closures, sending out picturesque country bouquets wrapped in leftover scraps of fabric from previous collections.
Her aesthetic vision is warm, family and inclusive, her Instagram is a mix of folk art, rustic French products and cuisine, stunning Mediterranean landscapes and couples in love alongside her women’s lingerie clothes, handbags. super cute or oversized – plus her lovely bearded mug.
The Jacquemus product universe includes men’s and women’s ready-to-wear, bags, shoes, glasses, hats and jewelry.
The designer dabbled in lifestyle products such as ceramics. He also partnered with Caviar Kaspia to create Citron, a popular Provencal-style café at the Galeries Lafayette flagship store on Avenue des Champs-Élysées, for which he imagined everything from menu to napkins.
In Puig, he chose a partner with a solid background in building fragrance companies for a wide range of famous brands.
Its Beauty and Fashion division is made up of Paco Rabanne, Carolina Herrera, Jean Paul Gaultier, Nina Ricci, Dries Van Noten, Penhaligon’s and L’Artisan Parfumeur; the licenses of Christian Louboutin and Comme des Garçons Parfums beauty products, and the lifestyle brands Adolfo Dominguez, Antonio Banderas, Shakira and Benetton.
The division’s fragrances have made Puig the fifth-largest manufacturer of selective fragrances in the world, with almost 10% market share. Three of the company’s brands are in the top 20: Paco Rabanne, Carolina Herrera and Jean Paul Gaultier.
Overall profits and sales declined in 2020 due to the coronavirus pandemic, but the family business expects its business to ramp up and aims to exceed € 3 billion in revenue by 2023 and to reach 4.5 billion euros in turnover in 2025.
Puig’s net sales last year totaled 1.54 billion euros, a drop of 24% in published terms, partially offset by Charlotte Tilbury, the digitally native UK color cosmetics company incorporated in June 2020.
The company continues to expand its brand universe, often through acquisitions.
Last month, Puig revealed an investment in Scent Library, a Chinese fragrance brand. The terms were not disclosed. Puig also owns a minority stake in Granado, Brazil’s oldest pharmacy brand.
She invests less frequently in fashion brands, although in 2018 she took a majority stake in Belgian fashion house Dries Van Noten, where a perfume project is also reportedly underway.
Jacquemus switches to a seasonal model with a co-ed show
Dries Van Noten acquired by Puig
Puig profits and sales decline in 2020 due to pandemic