why has Loewe become the most desirable brand in the world?
According to The Lyst Index (ranking of luxury fashion brands), Spain's Loewe, part of the LVMH group, is the most desired brand in the world, ahead of Prada, which until now held first place.
The success of Paula's Ibiza perfume, one of the top fragrances of the summer, has been decisive in placing the brand in the spotlight of consumers, who have also closely followed all of Beyoncé's appearances on her Renaissance tour, wearing Loewe looks. In addition, the Loewe Foundation Craftsmanship Award 2023 in New York has placed the brand in the media spotlight.
Behind Loewe is the creative direction of Jonathan Anderson, who since 2013 has catapulted the brand to the top, also opening new markets, in the case of perfumery, such as the United Kingdom, the Middle East and South America, where ten years ago the brand was not so well known.
The summer of 2020 was a turning point in Loewe's fragrance catalogue. The brand took the risky and wise decision to launch Paula's Ibiza at a time when the population was threatened by the Covid-19 pandemic. The desire to live and to let oneself be carried away by the escape of perfumery made the perfume number one in digital sales. Then, in 2021, came another risky bet, the change of image of the entire portfolio to adopt a clean design and reconnect with the values of Loewe: art, craftsmanship, popular culture and nature. A further success.
"Ibiza has been a part of me since childhood. It's pure magnetism ", acknowledges Anderson himself, who chose the Balearic island as the protagonist of Paula's Ibiza to distil a bohemian spirit, fresh, sensual and with a touch of fun in a unisex juice
Not to be forgotten is the talent of Nuria Cruelles, the in-house perfumer, who together with Anderson and the marketing team is getting it right with each new perfume launch, based on the historical and artisanal values of the brand, as well as on the differential aspects 'marca España' that Loewe brings to the international scene. The result is a different brand, with a heritage and a voice of its own, that is connecting with both long-time consumers and new generations entering the fashion and fragrance universe.
Data analysed by Lyst reveals that Loewe has climbed 13 positions in the last 12 months and that searches for the brand have increased by 19% in the last quarter. "Catching the imagination of different customer groups, boosting the brand's appeal, backed by increased demand and online sales of flagship products, has been key to increasing relevance, " notes Lyst.
**Top 20 The Lyst Index **
1.- Loewe
2.- Prada
3.- Versace
4.- Miu Miu
5.- Bottega Veneta
6.- Valentino
7.- Saint Laurent
8.- Moncler
9.- Gucci
10.- Dior
11.- Louis Vuitton
12.- Dolce & Gabbana
13.- Diesel
14.- Burberry
15.- Jacquemus
16.- Balenciaga
17.- Skims
18.- Nike
19.- Fendi
20.- JW Anderson
how does a flower transform into a perfume?
The book "Grasse de la Fleur au Parfum" (Gallimard publishing house), new in bookshops this season, reveals the best-kept secrets of flower growers, perfumers and fragrance houses, thanks to the pen of Lionel Paillès, an expert perfume journalist, and the photography of Philippe Frisee.
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*The flowers are the protagonists of this beautiful book and mark the chapters, defined by the seasonality of rose, lavender, jasmine and mimosa. Artisanal know-how, which has been considered by UNESCO as intangible cultural heritage of humanity, is combined with innovative cutting-edge technologies that preserve and respect this precious raw material, the basis of perfumery, the flower.
Master perfumers of the stature of Alberto Morillas, Nathalie Lorson, Olivier Cresp and Honorine Blanc have collaborated in the edition of this book, sponsored by DMS-Firmenich, contributing their vision and knowledge of flowers and perfumes
Memory and fragrances
It is well known the power that fragrances have on our brain to awaken positive feelings, reinforce self-esteem and enliven olfactory memory. In fact, many perfume houses are incorporating new departments and laboratories focused on neuroscience to improve the development of perfumes capable of acting precisely on our brains. But did you know that fragrances can improve cognitive function while you sleep?
Researchers at the University of California have found that smelling the bedroom before bedtime helps improve cognitive performance among areas involving memory and decision-making.
Scientists conducted an experiment in which a group of people used a fragrance diffuser every night. The results revealed that, after six months, they improved their brain capacity in memory and learning tests with 226% higher cognitive function