In May 2024, the renowned master perfumer Liby made its debut in Grasse, the idyllic town in southern France celebrated for its annual rose festival. Nestled in a region blessed with a unique climate and geography, Grasse has long been hailed as the “world capital of perfume” for its exceptional roses that exude a rich and luxurious fragrance.
This year’s Rose Festival was highlighted by the introduction of a Chinese brand, Liby Science and Technology, at the Palais des Congrès in Grasse. Under the banner of “Fragrance Journey to Grasse France,” Liby unveiled its premium offering, the “Liby Master Perfumer,” drawing keen interest from perfume enthusiasts and connoisseurs alike.
The centerpiece of the exhibition was the perfume tasting area, which captivated attendees. Marketed as a creation by French master perfumers, the Liby Master Perfumer was crafted by a distinguished perfumer from Givaudan, renowned for their iconic fragrances. Inspired by the ethereal scent of Grasse roses, this scented laundry detergent was hailed as a contemporary masterpiece in the tradition of Grasse perfumery. “It’s a delightful aroma,” remarked Sway, a discerning attendee at the event.
The Grasse rose, known for its brief but intense blooming period yielding a single flower per stem, boasts a lasting fragrance coveted by luxury brands such as Chanel, YSL, and Dior. A representative from Liby emphasized that the exhibition paid homage to the inspirational essence of the Grasse rose, aiming to introduce more consumers to its allure and significance. Reports indicated that Liby had recently forged a strategic partnership with international perfume giants Givaudan and Firmenich to establish a “benchmark fragrance inspiration workshop” and explore future perfume innovations.
The introduction of Liby Master Perfumer also signifies a strategic move into the burgeoning Chinese market for scented cleaning products. With projections indicating substantial growth in the global fragrance market, estimated to surpass $79.296 billion by 2027, China’s perfume industry is poised to grow significantly, fueled by a compound annual growth rate of 21.78% from 2021 to 2026.
Amidst China’s burgeoning “smell economy,” Liby, a stalwart in China’s household cleaning products sector, strategically leveraged this opportunity with Liby Master Perfumer. Embraced by Chinese consumers seeking refined lifestyle experiences, its superior fragrance quality garnered widespread acclaim. Established over three decades ago, Liby continues to lead the vibrant fragrance market. Since its launch in 2022, Liby Master Perfumer, embodying a brand ethos of sophistication and elegance, has garnered accolades from prestigious international fashion publications like Vogue, Harper’s Bazaar, Marie Claire, and COSMO. In 2023 alone, sales of Liby Master Perfumer exceeded CNY 2 billion (approximately 255 million euros), solidifying its position as the top contender in its category in China and winning the hearts of female consumers across generations.
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