Edouard Roschi, 37, is one half of the genius behind Le Labo – a perfume brand that has become the scent du jour for A-list celebrities worldwide. After jetting into the UAE for the launch of the Le Labo counter at Paris Gallery in Abu Dhbai Ahlan! Live caught up with Edouard at his Dubai-based counter to chat about the fragrance industry, finding the Le Labo scent and why famous faces love the brand.
Created by self professed “Armani alums” Edouard Roschi and Fabrice Penot in 2006, Le Labo has gone from a scent-sational creative concept to a cult celebrity brand. Having worked for the fragrance departments of big beauty brands including Armani, Edouard and Fabrice knew there was a lack of creative capital when it came to the consumer end of purchasing a fragranced product. So the guys left their high power perfume positions and set about creating a product that could be made right under the customers’ nose.
“It’s like going to an amusement park,” says Edouard. You see, Le Labo is formulated into 11 different scents and as with other brands the customer is free to choose their favourite. But the fun starts with the in-store chemist who, once you’ve chosen your scent, works their magic by mixing oils and other fab smelling liquids until they have created your very own bottle of the chosen fragrance. And you can watch the whole five-minute experience from behind the store’s counter. The personalized process is completed with your name being printed on the bottle and box. “We wanted to give our customers a broader, fuller experience, not just attractive packaging,” said Edouard. No wonder celebs go gaga for Le Labo, oh and it smells delish.
Le Labo boasts celebrity followers including Sarah Jessica Parker, Kirsten Dunst, Jake Gyllenhaal, Keira Knightley and Usher who all sport the scents on a regular basis. Not to mention designers Dominico and Stefano of Dolce Gabbana, Marc Jacobs and Karl Lagerfeld who all wear it too. But with so many celebs and designers creating their own fragrances we wanted to know why do they wear La Labo and not their own creations? “A fashion designer makes money with jeans, sunglasses and perfumes,” explains Edouard. “For them it’s a business. It’s a product launching mission. For celebs it’s not their business, it’s all about the spending power. So when celebs buy our perfume we know we’re doing something right.”
Aside from their basic line of fragrances Le Labo also offers city exclusives – scents that are created based on specific places around the world. And Dubai is set to get its very own signature scent launching in late 2010. Edouard hesitantly blurted that the scent for the region will be a mix of wood, musk and leather. “It tells a story” he said, which is the purpose behind all their creations. It’s “one menu with different dishes.”
At the end of the day the Le Labo designers aren’t disillusioned by the fame game and exclusivity of the brand. “Scent is what we sell. It pays our bills,” continued Edouard. “Le Labo is what we do.”
Le Labo is available at Paris Gallery, Dubai Mall and Paris Gallery, Marina Mall, Abu Dhabi