Atelier Cologne Completes Revamp, starting with the Chinese market

After a series of "withdrawals" controversies, L'Oréal's niche salon perfume brand Atelier Cologne has finally completed its brand revamp, starting with the Chinese market, to meet consumers with a brand new look.

Currently, Atelier Cologne's Tmall flagship store has released new products, with each product name specially marked with the phrase "brand renewal". Taking the brand's classic product, the Oolang Infini as an example, it is evident that Atelier Cologne has seriously completed a series of revamps from packaging, formula to content. The brand highlights that the new formula increases fragrance concentration by 33%, ensuring a longer-lasting scent, while the packaging, masterfully created by Italian glass craftsmen, carries forward the brand's classic design with natural motifs.

Nature is evidently a key pillar of Atelier Cologne's rejuvenated marketing strategy. Early in March, a Xiaohongshu influencer shared insights into the brand's use of premium raw materials sourced from L'Oréal Group's organic farms, enhancing fragrance quality and lasting time.

It is worth noting that Atelier Cologne's Tmall flagship store also made a link for custom products. Although it is still in the testing phase, this may indicate that Atelier Cologne will be able to offer exclusive customization services to Chinese consumers in the future, thereby further solidifying its high-end positioning.

Pricing, packaging, fragrance mixing, marketing... Atelier Cologne, a relatively young perfume brand born in 2010, was criticized for its unchanging appearance, leading to "brand aging". Atelier Cologne's "Colognade" concept faced mockery for its fleeting scents. Although the brand has shone in the luxury segment, for many consumers, Atelier Cologne has been synonymous with its signature leather-wrapped glass bottles.

Choosing China as the launchpad for its brand refresh is strategic for L'Oréal, tapping into Chinese consumers' openness and curiosity towards new products. Yet, this approach comes with its challenges, as Chinese shoppers, pampered by global brands, hold high expectations for both marketing narratives and product quality. The success of Atelier Cologne's ambitious makeover will unfold with time.