On June 29th, Estée Lauder’s By Kilian, a luxury fragrance brand, announced an exclusive partnership with Sephora to distribute its new millennial fragrance line. According to a breaking news article from Business of Fashion, the new lower-priced luxury fragrance line will debut at Sephora stores in the United States, France, Italy and the Middle East in August. The luxury fragrance brand was founded in 2007 by Kilian of the Hennessy Family, whose Cognac brand now is owned by LVMH. By Kilian’s “My Kind of Love” campaign features sensual scents and a suggestive brand story to attract the fast-growing sector of luxury consumers.
Estée Lauder Companies’ executive group president explained in a statement: “By Kilian is the perfect example of how we have invested in building a high-end artisanal fragrance portfolio of brands that create bold, emotional experiences and connections with consumers.”
By Kilian understands the meaning of exclusivity in luxury. The brand’s tight, restrictive network of distribution puts the brand’s products on a pedestal in the eyes of Millennials. In an age where pop-ups, Instagram Stories, and Snapchat are all of the rage – the more ephemeral, the more significant the experience.
Like love, for most, brand loyalty can’t last forever in our post-digital world. By creating a brand centered around elusive, raw material ingredients, refined romantic brand messaging, and sinfully small distribution chains, By Kilian emits what it means to be a millennial.
We are fickle and have high-brow expectations. We have dynamic, multifaceted personalities that often resulted in contradicting characteristics. By Kilian’s luxurious yet lustful line epitomizes experience-enthusiast clientele that it strives to serve.
In a world dominated by brands who aim to provide customers will a plethora of beauty product options, such as Scentbird and Birchbox and each who wants to be a jack-of-all-trades – or the whiskeys of the world I suppose? – By Kilian’s brings a much needed singular focus to the fragmented fragrance market.
Check out their more mature and much-loved line of perfumes here.
Let’s take a cue from this campaign – stay scentscual, sleek, and stylish, everyone.