The Interview: D'ORSAY CEO Amélie Huynh on reviving a heritage fragrance brand - Indoors Beauty

The Interview: D’ORSAY CEO Amélie Huynh on reviving a heritage fragrance brand

The Interview: D’ORSAY CEO Amélie Huynh on reviving a heritage fragrance brand

Amélie Huynh is the CEO of D’ORSAY. D’ORSAY is a luxurious French fragrance brand that has been round for nearly 200 years. The brand was acquired by Huynh and her father in 2015 and relaunched by Huynh in 2019. Huynh comes from an entrepreneurial household. After leaving enterprise college, she labored for a large jewelry brand for eight years earlier than becoming a member of her father’s firm, serving to him arrange varied companies and overseeing their improvement. 

The brand’s heritage stays on the coronary heart of its fragrances and Huynh tells us that storytelling is its most treasured asset. The founding father of the brand, Alfred D’Orsay, created it to honour an affair he was having with the Irish novelist Marguerite Gardiner, Countess of Blessington. He needed to create a fragrance that each of them might put on. To make sure the brand was able to re-enter the market, Huynh had a lot of adverse selections to make. “D’ORSAY is an virtually archival brand with such a wealthy historical past, so many product classes, such unimaginable imagery and astonishing crystal bottles which have stood the take a look at of time. I wasn’t positive how you can make the brand related with out compromising its previous,” she says. Looking again, Huynh believes she made the correct selections for the brand. While she acknowledges that it couldn’t be restored to its earlier glory by clinging to its previous, the previous does function great inspiration for a new future.

Huynh was trying to purchase a fragrance brand and D’ORSAY was looking for a new proprietor, so she wasn’t actually figuring out a hole available in the market, however was relatively searching for a brand in an space she was keen about. “I needed to precise a love story via a fragrance. We labored a lot on the idea of D’ORSAY’s relaunch and we got here up with fragrances expressing what we name “states of affection”.

D’ORSAY’s Paris retailer

Passionate, tender and even self-love. Each of our fragrances represents a sure kind of affection,” she says. When the brand relaunched, they didn’t have a particular goal market in thoughts. D’ORSAY was for fragrance connoisseurs, however Huynh and her group additionally actually needed to enchantment to potential customers. “We needed to achieve out to new customers who already knew about area of interest perfumes however had been searching for one thing new and recent,” she says.

The brand was relaunched with a retailer opening in 2019. Huynh is a agency believer within the brick-and-mortar retail mannequin, even in a time when virtually all the things is digital. “It’s crucial to have a bodily presence, particularly in terms of fragrances. We gave D’ORSAY a entire new id, which was very daring contemplating the ‘XIXth century’ picture of the brand – the bottles had been utterly redesigned; we got here up with a new color chart, new supplies and we instructed new tales,” she says. Huynh and her group invested a lot of time and vitality on the design of the shop and had been pleased with what was achieved, however the retailer was step one within the brand’s new journey. A 12 months later, the world stopped, which naturally proved to be a setback for the brand. “We needed to discover an alternate which meant growing our e-shop and general on-line presence. Given the circumstances, we had been fairly profitable in that endeavour, however I used to be blissful after we might lastly reopen our retailer!,” she says.

D’ORSAY’s bestsellers range from market to market. When they relaunched, they’d 5 physique fragrances and 5 dwelling scents of their vary. The solely authentic fragrance they saved is known as Tilleul (Linden), which was formulated in 1915. It was reformulated by Olivia Giacobetti in 2008 and has change into a brand staple. “Every area has its personal D’ORSAY bestseller. In Japan, it’s Je Suis Le Plus Grand M.A and within the Middle East, Te Dire Oui V.H performs amazingly effectively attributable to its spicy, saffron-based notes,” Huynh says. The brand’s newest launch is Sur Tes Lèvres E.Q, an iris and jasmine-based fragrance with pink pepper and amber notes. “For me, it stands for infinite love. It’s the essence of a velvet kiss – the emotion we really feel when our lips contact the lips of the particular person we love,” Huynh says. The fragrance was created by Dominique Ropion, a legend within the business who’s behind among the most iconic fragrances on the market. “Sur Tes Lèvres E.Q provides one thing very new to our woody fragrances and it has been praised by the professionals up to now, so I’m positive it should change into a staple scent very quickly,” she says.

D'ORSAY

D’ORSAY’s Summer assortment

D’ORSAY’s principal focus is to make an aesthetically pleasing product and create a visible story that may enchantment to at least one’s senses. Their tales are primarily based on love, which they consider to be a common emotion. To add worth to customers’ experiences, the brand is taking all the mandatory steps to make sure they elevate their providing as area of interest perfumery is a extremely aggressive discipline. “When we relaunched, the trail we needed to take was fairly clear – we needed to make one thing easy, stunning and of top quality. What actually counts is what’s contained in the bottle and naturally, we have now Alfred’s story, which is considered one of a form. If you go to our shops in Paris and Tokyo, not solely will you come out with a pleasant product but additionally with a historical past lesson. Our gross sales group are very dedicated and will in all probability give college lectures on the nineteenth century!,” she says.

Ensuring they continue to be dedicated to offering customers with high-quality merchandise is a high precedence for D’ORSAY. All of their merchandise are manufactured in France. While Huynh tells us that it does come at a value, it’s a value that the brand would not plan to chop anytime quickly. “You can’t lower corners in terms of high quality. We’re fortunate to have this “savoir-faire” on this nation and we have to protect it. We owe it to ourselves and to our prospects,” Huynh says.

With years of expertise establishing and overseeing the event of magnificence manufacturers, Huynh understands how aggressive the business is in the meanwhile. “There are so many magnificence manufacturers on the market – from industrial giants to small unbiased firms, everyone is combating for an inch of our pores and skin. As somebody who works within the business, I discover it mentally exhausting however as a buyer, I discover it thrilling,” she says. However, Huynh does consider the persistence of magnificence loving customers will assist the business evolve over time. “It by no means ceases to amaze me how magnificence requirements have modified all through human historical past. What I discover actually fascinating in the meanwhile is public opinion being a high precedence for manufacturers, particularly via social media. The business has a brilliant future forward of it,” she says.

Huynh’s recommendation to anybody who desires to get into the wonder business is to know their “why” and perceive what they’re bringing to the desk. She additionally believes being ready for adversity whereas exploring new concepts and ideas is vital. “I’ve to be sincere and say that I wouldn’t have created a fragrance brand from scratch. Reviving D’ORSAY was difficult, regardless that it was once a very profitable brand,” she says. Huynh launched a jewelry brand referred to as Statement in 2018, so she has first-hand expertise of what being an entrepreneur entails. “With D’ORSAY, it’s completely different. I don’t create the perfumes myself. I simply know what route I need to take. I provide you with a transient with my group and we select the correct perfumer for every mission – it’s a collaboration,” she says.

So what’s subsequent for D’ORSAY? They have a couple of thrilling tasks up their sleeves, a fragrance diffuser created in collaboration with the designer Sophie Dries is considered one of them. They are additionally planning to capitalise on their market presence by opening extra shops. To quote Huynh, “D’ORSAY is again and is right here to remain”.

For extra details about D’ORSAY, go to their website.

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