Louis Vuitton 2011 Annual Report Download - page 96

LVMH 2011
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Maisons
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PERFUMES & COSMETICS
for developing products that are as indul-
gent as they are effective and has lead to
their mission of transforming everyday
routines into sensorial journeys. Since then
Fresh has evolved into a full line of lifestyle
products spanning fragrance, skincare,
body care, makeup, hair care, and home.
With passion and clarity at the heart of
their philosophy, Lev and Alina were on the
path to innovation right from the start.
Fresh is credited with a number of industry
firsts and pioneered the use of many natu-
ral ingredients including soy, milk and most
notably sugar. Inspired by the purity of the
past, Lev and Alina continue to bring time-
honored traditions into modern relevance.
They travel the world seeking out natural
ingredients, like Fresh’s proprietary
Umbrian Clay of Nocera Umbra, Italy, used
in therapeutic treatments since the 6th
century B.C., the exclusive anti-aging for-
mula of Crème Ancienne, inspired by the
world’s first emulsion-based create of the
2nd century A./D. and Sake, a legendary
beauty secret of Japanese Geisha who were
known to bathe in it to detoxify and restore
their skin. By combining these ancient ritu-
als with cutting edge technology, Lev and
Alina bring their alchemistic spirit into
modern relevance.
Today Fresh has fifteen retail stores
across the United States and is sold around
the world in a number of high-end retail
outlets.
Lev and Alina are still intimately
involved in the development and design of
every product and continue to instill their
unyielding precision in every aspect of the
company.
PARFUMS FENDI
— Since 2010 —
Fendi, the famous Italian luxury leather
goods and ready-to-wear brand was founded
in Rome in 1925, and built its reputation
using the most luxurious leathers and furs.
Following the success of its ready-to-
wear clothing men and women, shoes,
watches, eyewear, ties, scarves and home
furnishings, Fendi launched its Fan di Fendi
perfume in 2010.
An absolute hit, the perfume resonates
with all the esthetic codes, elegance and
values of the Fendi brand: the Forever buckle
of the Baguette bag, the nobility of the
shapes and materials, unbridled creativity,
sun-drenched yellow, voluptuously soft and
rich hand-crafted Cuoio Romano leather,
along with the arty, rock and festive spirit
that defines Fendi and its Fendi’O parties.
Opulent and structured, the bottle is a
glamorous block of gold and sensuality.
Addictive, this object of desire designed by
Fabien Baron casts a spell with its sparkle.
Crafted by François Demachy, LVMH
Director of perfume fragrance develop-
ment, and by perfumer Delphine Lebeau-
Krowiak, the precious liquid hints at
Roman sun and electric nights, leather and
roses, luxury and seduction…