LVMH to create new perfumery centre

Application to 'reconnect enterprise and perfume development'

The LVMH group subsidiary Louis Vuitton has applied to construct a centre in Grasse to create a perfumery. The move represents a reconnection between the enterprise and perfumes development which was abandoned at the start of the last century.

The centre would be located in Maison Vauthier, an 18th-century building which would need some adaptation, including the refurbishment of the house and the creation of a scented garden. An expert parfumier, Jacques Cavallier-Belltrud, has been recruited. He is responsible for the development of both Lancôme's Poême and Dior Addict and has been a maître parfumier with Firmenich.