Maison Dixsept is a specialized niche perfume brand released in December 2020 by founder and innovative director Catherine Zhou.
Zhou advised CosmeticsDesign-Asia that she designed the brand simply because she noticed large chances in China’s wonderful fragrance marketplace, which she thinks has scarcely been tapped into.
At the identical time, she recognised that in the fashion industry, Chinese buyers, specifically the Gen Zs, ended up shifting away from the significant labels and searching for out independent niche or even nearby brands.
She thinks this craze has translated into the good fragrance current market.
“Perfume is like invisible garments and is portion of fashion. You dress in wonderful outfits with a nice perfume and which is the whole outfit.”
The brand is only in its initially year but has been progressing immediately. It has a short while ago partnered with a person of the major vogue distributors in China that specialises in independent models to attain the youthful manner-aware viewers.
In addition, it is about to sign a deal with a substantial Chinese magnificence chain, which Zhou describes as a “Sephora for the more youthful generation”, in purchase to transfer absent from e-commerce and into brick-and-mortar, which is vital for its branding as a luxury brand name, stated Zhou.
“They have 5 flagship shops in the key metropolitan areas in China and we’re operating with them to have a specific showcase in their merchants.”
Though the model nonetheless has a good deal of area to develop in China, Zhou emphasised that her final goal is to make Maison Dixsept a globally recognised brand name.
“Maison Dixsept is from China, but it definitely is a global manufacturer. Our perfumer is dependent in France, our designer is from New York and we get the job done with global fragrance property Symrise. Our partnerships are from all in excess of the planet so that is why it has acquired a world-wide flavour.”
The organization thinks it can present the international market place a new and special perspective that can compete with intercontinental perfume models.
“What I really like about perfume is that it is an intercontinental language. We have a stunning story to inform and explained to with the assist of our French perfumer, Pierre-Constantin Guéros. I believe it’s a superb mix of cultures that absolutely everyone can identify with,” said Zhou.
Zhou included that 1 of the brand’s ambitions was to display persons another side of China, which she thinks is often misrepresented.
“If you appear at the foreign manufacturers, they use a ton of purple, slap a chicken on a t-shirt and assume that is Chinese lifestyle. China has 5,000 years of historical past and tradition I want to display the planet that it is not generally so intense and there’s extra to it that is sophisticated and chic.”
Zhou believes the brand’s inaugural fragrance Shanghai Vibe does just that. “Shanghai Vibe tells the tale of an alternate Shanghai to the 1 you know. Persons who have tried out the perfume have reported to me that it smells particularly like Shanghai. We’re genuinely happy of that.”
The scent was inspired by the autumn season in Shanghai. Zhou elaborated: “To me, autumn is the most gorgeous time in Shanghai when you can smell the osmanthus in the air. A lot of huge makes have made use of osmanthus but built it really fruity and sweet. On the other hand, if you do arrive to Shanghai in the autumn, it is not genuinely that sweet.”
This yr, Maison Dixsept will be releasing new collections to grow on its line up of 3 perfumes. 1 of which will be influenced by the heritage of the silk highway.
Though the brand name is eager to introduce its items to the international industry, it has been bogged down by shipping and logistic challenges particularly to the US, reported Zhou. “At the moment, for the initial a few quarters we will focus on China, but we won’t cease on the lookout for a remedy to this concern we have with shipping.”