Key takeaways
- Estée Lauder Companies has launched a Fragrance Atelier in Paris, marking a major milestone in its fragrance innovation strategy.
- The Atelier integrates AI, neuroscience, and olfactive modelling to accelerate scent creation and reduce development lead times by up to 50%.
- It serves as a collaborative hub for brands including Jo Malone London, TOM FORD, Le Labo, and more.
- The space includes a Music Room and advanced laboratories for molecular analysis and emotional modelling.
- The launch reinforces Estée Lauder’s strategic commitment to France as a global centre for fragrance excellence.
Estée Lauder Companies Inc. has unveiled a Fragrance Atelier within its newly opened La Maison des Parfums on Rue Volney in Paris. The company described the launch as a “significant milestone in its longstanding commitment to fragrance excellence and craftsmanship.”
President and CEO Stéphane de La Faverie said he believes the Atelier will drive future growth in the dynamic fragrance category by merging world-class expertise, cutting-edge technology, and the artistry of scent creation to accelerate innovation across the portfolio.
“Located in the cradle of perfumery, our teams will blend state-of-the-art technology, data-driven intelligence, and olfactive expertise to craft the next generation of extraordinary scents for our consumers worldwide,” he said.
Chief Research & Innovation Officer René Lammers added that the Fragrance Atelier represents a new model for fragrance creation – a space where creativity and science converge to shape the future of scent.
“This hub brings together experts from across our fragrance brands and partners in an environment purpose-built for experimentation,” said Lammers. “Together, they will accelerate the journey from inspiration to formulation and ultimately to the final consumer experience.”
What’s inside the Atelier?
Situated in the heart of Paris, La Maison des Parfums brings together Estée Lauder Companies’ fragrance, creative, and innovation teams in a five-storey, 2,000-square-metre space.
The Atelier will introduce an AI-enabled, end-to-end creation process that integrates olfactive and neuroscience modelling with real-time monitoring of patents, research, and regulations. These resources are expected to accelerate discovery, develop new technologies, and enable faster responses to evolving consumer trends – potentially reducing fragrance development lead times by 30–50% in the coming years.
The Atelier features a Music Room where perfumers from leading fragrance houses and brands collaborate to create signature accords and explore new olfactive territories.
In the laboratories, experts will utilise CO₂ supercritical extraction, GCMS molecule analysis, and AI-driven sillage measurement to understand fragrance structure and longevity at the molecular level. Proprietary neuroscience-based consumer modelling will transform sensory data into insights, helping creators design fragrances that evoke emotion and inspire desire.
The new space will serve as a shared innovation engine for all of the fragrance brands within Estée Lauder Companies’ portfolio, including Jo Malone London, TOM FORD, Le Labo, KILIAN PARIS, Editions de Parfums Frédéric Malle, Estée Lauder, Clinique, AERIN Beauty, Aramis, and BALMAIN Beauty. Each brand plans to retain its identity while benefiting from easy access to next-generation technology, proprietary ingredients, and scientific expertise.
Estée Lauder Companies noted that the Atelier’s opening also reflects its commitment to France and that it is a vital strategic market and creative hub for the business.