Storied fragrance brand Robert Piguet Parfums hosted its first-ever launch event in Asia to fete its existing lines and to introduce its forthcoming Pacific Collection exclusively to the Asian Pacific market. Hosted at ultraluxe department store Lane Crawford on July 11, the Parisian-themed event was attended by the retailer’s top VIP shoppers.
“This is the first time that Piguet has been introduced in Asia—with a line specifically designed for and inspired by Asian Pacific consumers and culture,” said Joe Garces, the brand’s president and CEO.
That line, the Pacific Collection de Robert Piguet, is a trio of effervescent scents inspired by the lush beauty of the Pacific, according to the brand. Blossom, Chai and Jeunesse were each created by Givaudan’s Aurelien Guichard. 100-ml eau de parfum sprays will retail for $150.00, arriving stateside at Bergdorf Goodman in the fall.
Blossom boasts a champagne-like top note of orange and neroli, a heart of orange blossom, and a drydown of bitter orange leaves and sheer musk. Chai opens with bergamot leaves and orange blossoms, unfolds with white tea leaves and honey in its heart, and finishes with yerbamate. Jeunesse features black currants on top, ripe raspberries and pomegranate in the middle, and musk on bottom.
With Lane Crawford’s Platinum Suite styled to feel like the home of Piguet himself and swathed in Fracas pink (the cult-classic scent worn and adored by myriad celebrities from Martha Stewart to Madonna), guests sipped on vintage champagne and snacked on canapés and macaroons. For added ambiance, waiters presented fragrances on vintage mirrored trays from the 1920s. Walls were bedecked with black and white photos of Piguet, his designs and his muses throughout the years.
Attended by high-profile businessmen, designers and bloggers, the buzz surrounding the launch resulted in the brand skyrocketing to the number two spot within Lane Crawford’s beauty department by the end of the week, according to the retailer.
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