LF Launches 'Le Orchestre Parfum'... "Expanding Joboie Lineup"

Founder Pierre Guggen Inspired by Travel Scents and Music to Create 10 Perfume Varieties

LF announced on the 11th that it is expanding its niche perfume business in Korea by launching the niche perfume brand "L’Orchestre Parfum," a "music perfume" brand, through the French niche perfume select shop "JOVOY."

"L’Orchestre Parfum" is a "music perfume brand" that was born in France in November 2017. The 10 perfumes of L’Orchestre Parfum each have musical genres and instruments that inspired them. For example, "Piano Santal" represents classical music, "Rose Trombone" represents jazz, and "Vetiver Overdrive" represents blues. The brand is characterized by harmoniously connecting the scent of the perfume with the genre of music. Each product includes the fragrance composition and musical interpretation, and the QR code engraved on the perfume packaging allows customers to listen to music performed by the "Fragrance Band," enhancing its collectible value.

Founder Pierre Guggen, after building a long career in the global fashion & beauty industry, conducted various music projects across Europe for 15 years. He discovered unique musical scents such as the smell of percussion leather and trombone copper in master craftsmen’s instrument workshops, and created a distinctive brand that connects inspiration from music and fragrance.

JOVOY, which LF has been operating domestically since April last year, is a French niche perfume select shop brand launched in 2010 by perfumer Fran?ois Henin. Established to revive the enchanting renaissance of a Parisian perfume house born in 1923 and forgotten for over 80 years, it offers niche perfume brands from around the world selected under strict standards, including its own brands "JOVOY" and "Zeroboam."

This content was produced with the assistance of AI translation services.