H&M Launches 25 Private Brand Scents

H&M announced this week the launch of their new private brand fragrance collection consisting of 25 different scents divided into three distinct groups. The collection was created in collaboration with one of the world’s leading perfume houses, Givaudan, and is a complement to the existing H&M Beauty private brand assortment. This “wardrobe of fragrances” will be available in-store and online from August 16 in all 47 markets that carry H&M Beauty.

“Scent has become an important part of fashion and we’re so happy to be offering such a wide range of truly unique fragrances with many different notes,” said Sara Wallander, Concept Designer for H&M Beauty. “Customers can play around with the different fragrances across the three groups, to find a scent they love and identify with. It’s like building personal style, which is always a fun and exciting journey,”

The H&M fragrance collection features a wide range of different scents with high quality and affordable prices, providing a multitude of opportunities for everyone to find their own special scent. Each of the fragrances was created through a collaboration between the in-house H&M team and the perfumers Olivier Pescheux and Nisrine Grillié from Givaudan. Pescheux is a world-renowned and award-winning perfumer, while Grillié is a young rising star in the fragrance world.

“We focused a lot on high-quality ingredients, from the single note fragrances to the contemporary blends and the more nuanced perfumes that really highlight the origin of the key ingredient,” said Olivier Pescheux. “It has been an honor to collaborate with H&M and alongside my colleague Nisrine for this exciting fragrance collection,”

“I had the most inspiring time working with H&M and Olivier for this project,” said Nisrine Grillié. “It was always going to be a good challenge given the comprehensive range but in the end, I believe the H&M fragrance collection is a beautiful and versatile symphony of fragrances,”

There are three distinct groups in the H&M fragrance collection and the price will range between EUR 4.99-24.99. The singles consist of ten different scents that revolve around a single note, such as vanilla, chocolate or yuzu. The Reveries, in both Eau de Toilette and body mist, are ten different blended fragrances that tell a story or convey a certain feeling with names such as Freewheeling, Sparks Will Fly and Above the Clouds. Five different perfumes that are more nuanced and complex constitutes The Essences. They are made around a key ingredient of the finest quality, such as sandalwood, patchouli or rose and comes in both Eau de Parfum and as a roll-on perfume oil in perfect pocket size.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.