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Brand Documentary Magazine No. 65 Le Labo

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Brand Documentary Magazine No 65 Le Labo

Le Labo was established in 2006 by French co-founders Eddie Roschi and Fabrice Penot in Nolita, New York City. As much as the name suggests, Le Labo, which means “the laboratory” in French, is a cult perfume brand that takes its inspiration from the various goings-on of a perfumer’s lab. They pay special attention to the experience surrounding their perfumes, hand-blending and bottling each perfume in- store, labeling each with a created date and location, and allowing the customers to inscribe names or personal messages on the labels. Le Labo’s fragrances have staked out a unique presence in the industry, with charmingly distinct scents like Santal 33 and Rose 31 testifying to the brand’s deep appreciation of base ingredients.

Brand Documentary Magazine

B Magazine dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B™s unique insights and in-depth analysis. B Magazines receives no advertising profits or financial support from the brands it introduces.

Inside this issue

TRAYS A glimpse at Le Labo users product picks on Instagram
OPINION Eddie Roschi, co-founder of Le Labo
GRASSE The city that inspired the brand
INTENTION Sharp senses and heartfelt narratives connoted in Le Labo products
IMPRESSION Characteristics of each fragrance via product names—base ingredient and number of notes
EXPERIENCES The in-store experience of hand-blending and personal labeling
CONNECTED People who share a personal connection and history with Le Labo
SPOTTED Attractive establishments where Le Labo can be found
COLLABORATED Collaborations with partners in various fields
OPINION Fabrice Penot, co-founder of Le Labo
LABS Le Labo’s workshop aesthetics reveal its identity and philosophy
SOULS The people who directly communicate brand philosophy and beliefs to customers
IMPERFECTION BRAND STORY The birth and growth of Le Labo into an exclusive presence among niche perfume brands
FRAGRANCE REPORT Stories behind perfumery and perfumers
OVERHEARD Quotes from customers overheard in the store
TO WILLIAMSBURG, NEW YORK Le Labo Café and headquarters in Williamsburg, New York
INTERVIEW Deborah Royer, Global General Manager and Chief Creative Officer
FAVORITES Le Labo employees’ interests shape brand culture
FIGURE Le Labo’s business strategy in numbers

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