Fragrance portfolio

Cultural affinity is a major reason why Spain-based Perfumes Loewe SA has been developing the Philippine market.

"Many Filipinos have good memories of Spain. Loewe has been in the Philippines since 2002 and we are doing well. As a region, Asia is a key market for us due to its affinity to our products. Asians associate our products with high quality and luxury," said international director of communication Pascale Vermeerbergen.

Perfumes Loewe recently launched locally a limited edition fragrance called Aire der Verano Aquamarine. This is the second year in a row the company has come up with a limited edition, specifically aimed at women who would like to take a break from their favorite fragrances during the summer months.

"We produced only one batch of Aquamarine worldwide. When that is sold out in three to six months, we will not produce another batch," said international director Vladimir Martynenko.

Balanced

The Loewe brand has been in business since the mid-19th century. It started out as a leather goods business, branching out into prêt-a-porter for men and women and into fragrances. In 1996, it became a member of the Paris-based LVMH Group.

Since launching its perfumery line in 1974, Loewe has produced only nine fragrances. Today, the company has a core of five fragrances–two for women, two for men, and one that is unisex.

"We don’t regularly come up with new products just for the sake of having a new product to sell. Trends tend to overlap and cause confusion. When we do come up with a new product, we make sure it is compatible with our brand values of product excellence and modernity," said Vermeerbergen.

The product’s ability to evoke emotion is also crucial since fragrances are purchased by a consumer with a particular time of day or mood/moment in mind.

Pricing is mid-range to upscale. For example, a 75-ml. bottle of Aquamarine retails for P2,600. Esencia, a fragrance for men, is priced significantly higher since 80% of its raw materials are natural rather produced in a laboratory.

Asia

Outside of Spain, its biggest market worldwide, Perfumes Loewe generates the bulk of its sales from Asia and the Middle East.

"In Asia, lighter fragrances are more successful. Asian consumers buy our fragrances because they have heard of our prêt-a-porter lines for men and women. Many people also buy our fragrances because these are aspirational products. They can buy a Loewe product that they can afford and enjoy," said Vermeerbergen.

Fragrances are made available either in Loewe boutiques or through exclusive distributors. Right now, for example, there are 68 Asian points of sale for Loewe leather goods and clothes, 34 of which are located in Japan.

In the Philippines, Loewe is represented only by its fragrance line. These are distributed by Prestige Brands Phils. Inc. through department stores such as Rustan’s and specialty stores such as Personal Care Exchange.

"We are very careful with the outlets which sell our fragrances. Choosing an inappropriate outlet may lead to a wrong perception of our brand," said Vermeerbergen.