Kering Beauté’s Mission: Crafting a Sustainable Olfactive Universe
Since its inception in 2023, the mission of Kering Beauté has been to expand the creative universes of the Group’s Houses into the essential and natural territory of beauty, with a distinct focus on high perfumery. Kering Beauté worked closely with Balenciaga to convey its timeless DNA and hallmarks, ensuring a seamless dialogue between heritage and modernity.
Deeply committed to sustainability, Kering Beauté places rigorous attention on the compositions of the fragrances. The collection’s environmental performance and the sourcing risks associated with its natural ingredients were meticulously evaluated. This commitment extends to the product design, which features:
- Refillable bottles.
- Recyclable cardboard packaging.
- The elimination of single-use plastics to minimize environmental impact.
Le Dix: the rebirth of a lost icon
The collection is centered around the reimagining of Le Dix, Balenciaga’s first perfume. The name, meaning "The Ten" in French, refers to 10, Avenue George V—the historical Paris address of the original Couture salon, ateliers, and perfume store, where the House’s Couture shows are still held today.
The rebirth of this icon began with a meticulous search by the House's archivists, culminating in the rediscovery of a forgotten 1947 flacon.
Flacon Fidelity: The original bottle was meticulously scanned and every detail—from its globular glass cap to its hand-tied ribbon—has been faithfully reproduced.
Packaging Dialogue: The new Le Dix is presented in a box etched with the original logotype, patinaed using modern technology to evoke the scent’s history. This is then wrapped in Balenciaga’s iconic industrial gray packaging, a juxtaposition that symbolizes the dialogue between heritage and the contemporary spirit of the House.
Scent Reinvention: The original formula was also expertly analyzed and recreated. Elegant and graceful notes of iris absolute, isolated iris aldehydes, violet leaf absolute, and incense essential oils combine to infuse the historical scent with the contemporary spirit of Balenciaga.
Balenciaga Couture, Bottled: a collection defined by contrasts
The core collection is completed by nine other Parfums, including No Comment, Getaria, Twenty Four Seven, and Cristóbal, each referencing the rich heritage of the House.
This unique collection is defined by contrasts and dualities, transposing the radical approach embedded in Balenciaga’s DNA into the realm of scent. Each fragrance features a fusion and tension between ingredients:
Exceptional raw materials emblematic of high perfumery.
Avant-garde ingredients obtained through cutting-edge extraction techniques.
To support the launch, a digital campaign, created by British artist Katerina Jebb, ties directly into Le Dix's origins. Jebb’s visuals draw on archival documents, including sketches of the original packaging and bottle design, underscoring a deep reverence for the Balenciaga legacy.
Article source : https://www.kering.com/en/group/kering-highlights/the-balenciaga-fragrance-collection-honoring-and-reinventing-the-house-s-olfactive-heritage/
