Being one of the most oldest and traditional french perfume houses isn’t necessarily easy.
you must keep up with all the novelties around you, and at the same time keep your traditional brand values while recruiting new consumers to the brand. somehow it seems like CARON perfumes stayed behind in the traditional area, despite the growing demand for niche perfumes over the last 8 years.
The french perfume house was founded in 1904 by Ernest Daltroff and got famous by its unique face powders and the perfume fountains in the brand boutiques. I remember the delicate scent of the powder when I first visited CARON boutique in Paris, it was amazing but at the same time I felt like I got back in time.
Unlike his “oldest” brother GUERLAIN, who managed to develop the brand during the years and adapt itself to a rapidly changing market and to younger customers CARON kept on doing what they always did.
You know the famous quote saying “IF YOU’LL KEEP ON DOING WHAT YOU’VE ALWAYS DONE, YOU’LL KEEP ON GETTING WHAT YOU’VE ALWAYS GOT”?,
that is the first thing I could think of when CARON was up for sale by Alès Groupe after showing poor performance. Now that the brand is sold to Cattleya Finance S.A (sold in 9.9 million euros), it will be very interesting to see if the new group will manage to bring a new dawn for the brand.
It will take a lot of courage and new marketing strategies both offline and online, along new and younger blood inside the brand to hopefully save the brand.