Digital Download: Queendom Set to Shake Up Fragrance Industry

PARIS — Queendom, the first brand developed in the Puig Futures accelerator program, is poised to disrupt the traditional fragrance model in numerous ways. It’s a direct-to-consumer platform, which today is an atypical model for the fragrance industry, and marks the first time the Spanish beauty giant’s incubator is taking that tack. Second, rather than using a traditional face to front the brand, it’s gleaning inspiration from notable women throughout the ages, who aren’t represented in photographs but rather in illustrations created by Angelica Hicks. “Queendom is a brand, but mainly a platform and a community [delivering] an alternative message in perfumery,” explained Thomas James, Queendom’s founder, who also serves as general manager of Jean Paul Gaultier and brand creation director at Penhaligon’s and L’Artisan Parfumeur at Puig. “It’s a community that aims at empowering women and giving alternative role models [to them].” James said Queendom started with the observation that for many years the beauty industry has offered either a seductive or passive model of femininity, embodied by a model or an actress. “I had this feeling that maybe some girls might not recognize themselves in this…vision, especially since [it] was always through the eyes of men. “We got this idea of creating something different,”

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://bit.ly/2XCeHvc
via