Company News

LVMH Forms Fragrance Structure

A new unit for Givenchy, Kenzo, Pucci and Fendi.

Fragrance sales are slumping, so at least one marketer is restructuring its business. LVMH Moët Hennessy Louis Vuitton is creating a new structure called LVMH Fragrance Brands — comprising Givenchy, Kenzo, Pucci and Fendi — within its perfumes and cosmetics division. The aim is to regroup the sales forces of those brands while maintaining each one’s individual creative, marketing and communications activities.

In the past, some of the fragrance brands created by LVMH-owned brands, such as Marc Jacobs (launched by Parfums Givenchy) and Christian Lacroix (introduced by Parfums Christian Dior), ended up being outsourced to other firms.

With LVMH Fragrance Brands, Givenchy, Kenzo, Pucci and Fendi’s fragrance brands’ creative platforms are to remain separate and independent from one another.

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