Retail news that keeps industry pros in the know
Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.
Ever wondered what’s next in the world of fragrance? Well, you can stop wondering, because it’s a $230 fragrance for babies.
The creator of this product? None other than French luxury retailer Dior. Officially dubbed “Bonne Etoile,” the perfume comes with “notes of juicy pear, cotton wool, and petals,” and is part of Baby Dior’s fragrance and skincare line for infants.
The scent, which is an “eau de senteur,” aka a mild perfume, was concocted by perfumer Francis Kurkdjian without irritating alcohol, and is supposed to mark a baby’s “very first step into fragrance,” per Dior.
Meanwhile, the skincare line, which includes three products—La Mousse Très Fondante and L’Eau Très Fraîche cleansers and Le Lait Très Tendre moisturizer—is also available for doting parents and grandparents who want to give their bundle of joy a little bit more than the regular baby wipe, talcum powder, and baby oil routine.
Although fragrance and skincare for infants may sound a little precious, Dior isn’t the only brand to dabble in the biz. Luxury brands from Dolce & Gabbana to Givenchy and Bulgari have introduced scents for babies and toddlers.
And while retailers like Dior are joining the trend, how many people, realistically, want to put perfume on their little ones? We don’t know, but we do know that the global fragrance market was worth $45.9 billion in 2022 and is estimated to hit $69.3 billion by 2030. How much of this growing market will include fragrances for the most junior members of the fashion set remains to be seen.