Parfums de Marly Boosts Women’s Business With Athénaïs Launch

Parfums de Marly is looking to diversify its booming women’s business with its latest launch.

The Advent International-owned niche, luxury brand, which has already found success with female clients with the likes of hero scent Delina, among others, is debuting Athénaïs, an eau de parfum launching in the U.S. on Monday for $410.

Inspired by Athénaïs de Montespan, a muse of Louis XIV’s, the scent features notes of neroli, bergamot, yuzu, orange blossom, sambac jasmine, mahonial, tonka bean, vanilla accord and amber accord.

“Lately, with Valaya Exclusif and Althaïr, we have had success after success,” claimed Yvan Jacqueline, Parfums de Marly’s president of Americas. “We had two challenges with the Saks and Neiman’s situation at the end of the year, but nevertheless, Parfums de Marly had great results in terms of sell-out, continuing to be a top five fastest-growing and continuing to gain market share.”

Jacqueline acknowledged Athénaïs is new olfactive territory beyond the brand’s bestsellers — and that was the point. “Every time we adopt a new proposition, it is to open up a new territory and add up to this global spectrum, to be able to invite and welcome more and more clients,” he said. “It allows potential clients who potentially have different tastes, and for current clients to collect and to add up in their perfume wardrobe.”

Marketing for the launch will also play to the digital buzz surrounding the brand, which is rumored to be exploring sale options. A spokesperson for Parfums de Marly declined to comment on the speculation.

The launch is the brand’s first to begin in the U.S. market before it rolls out globally in March. “We have a very long lead,” said Aymar de Chergé, vice president of marketing for the geography, Parfums de Marly. “That will allow us to anchor the new fragrance first in the U.S. market, and then we will play into the codes — we’re bringing something bright, bringing a lot of joy. It’s elegant but going to be very impactful and a new visual direction.”

Clienteling remains a top focus, with Jacqueline saying, “The success is a consequence of the very solid base of clients that love the house,” he said. “That adds up in part with the marketing and brand team and, to some elements, marketing strategies for social media and brand awareness. But we are keeping true to the initial strategy, and really care deeply for the customer experience, team training, and we want our clients to understand when they acquire perfume from the house that they are acquiring something extraordinary.

“The brand is extremely active on TikTok, but we don’t control TikTok — it’s the consequence of having a brand that people want to talk about,” Jacqueline said. “We’ve never invested in it. I have 8,000 clients that follow me on Instagram than can access me and ask me how to advise them. We always want to keep the client at the center of the relationship, a true relationship, and that’s where we feel we are true to ourselves.”