Steven Wildenberg, founder and CEO of sales at creative agency Golden Meteors, whose clients include beauty and fragrance brands like Borntostandout and Arquiste, agreed that both Puig and Estée Lauder have something to gain from a potential merger, with the latter, in particular, standing to benefit from the success Puig has had in the fragrance category.
“Puig has the fragrance portfolio that Estée Lauder desperately needs,” said Wildenberg.
— Read more in What a potential Puig and Estée Lauder merger means for fragrance at Glossy.
So Tom Ford, Frederic Malle and Le Labo are not enough? Hmm. Doesn’t Puig own L’Artisan these days? I can’t keep up.
No, they are not enough…EL has declining sales.
Puig has problems too though.
Still, L’Artisan is probably a drop in the bucket. Puig has JPG & Carolina Herrera & Paco Rabanne, Penhaligon’s, Byredo, part of CdG, plus more. They are big, much bigger in fragrance than EL, even though they are otherwise a smaller company than EL.
EL still does more business in makeup and skincare than fragrance. I don’t think Puig is nearly as big in those areas, but I am not hugely knowledgeable.
The death knell for some of those classic fragrances sounds ever louder with this impending merger.