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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, balance, and perspective.

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.

Contents:

• INTRO
• EDITOR’S LETTER
• 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
• REFERENCES
• OUTRO