H&M launches 25-unit perfume collection in partnership with Givaudan

On August 16, H&M will launch a line of 25 fragrances in collaboration with Swiss perfume manufacturer, Givaudan.

To make the extensive collection of scents, the fast-fashion firm's in-house teams have partnered up with two Givaudan perfumers: Nisrine Grillié, a fresh company talent, and Olivier Pescheux, a recognised name in the perfume world, and the nose behind Paris's bespoke perfume store Diptyque and co-creator of Paco Rabanne's 'One Million'.

The "Essences" line will retail for 24.99 euros per unit - H&M

"We focused a lot on high quality ingredients, from the single note fragrances to the contemporary blends and the more nuanced perfumes that really highlight the origin of the key ingredient," said Olivier Pescheux. 

The collection, which sees H&M push further into the fragrance market, will be available as three lines, where prices range from 4.99 to 24.99 euros.

The 'Singles' collection, a line of ten fragrances, is centred around a single note, such as vanilla, chocolate or yuzu, and is priced at 4.99 euros. In addition, there is the 'Rêveries' (Dreams) line, which come as an eau de toilette or mist, and finally the premium 'Essences' line, created around one key ingredient such as santal, patchouli or rose, offered as an eau de parfum or a perfume oil in a roll-on format. 

The perfumes will be sold in-store and online across some 47 markets where H&M Beauty is available.

Translated by Benjamin Fitzgerald

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