The story of Sabé Masson started in 2013 with ‘soft perfumes’, an innovative collection of alcohol-free, solid perfumes composed of natural ingredients. As soon as 2015, the collection was completed with a liquid spray offering, also alcohol-free, and with a moisturisation certification.
“With the solid perfume stick, I liked the idea of getting back in touch with our skin. Also, I wanted to go farther in terms of spraying and promote alcohol-free formulas to perfume and moisturise the skin at the same time. The resulting smell is the mix between the skin and perfume, and this alchemy is absolutely essential: our skin is stronger without alcohol. The discovery of AR2i’s WPE technology was key in that it offers both all-day perfume persistence and tested and proven hydration. All the notes are there, and then the body’s warmth develops the perfume. I like the idea of interacting with what you put on your skin. Skincare fragrances are much more than a new product category: they embody the evolution of society under transformation,” says Masson.
Dormant for five years for financial reasons, the brand is now coming back, supported by three new majority shareholders, and re-entering the perfume race with six of its fragrances, liquid or solid, or as a duo. As it seeks new fundings, the brand aims to go even farther.
“We are looking for a new partner to support our pilot store project: we have planned to open a store in Paris at the end-of-year, in particular for future launches. During our interruption, we stabilized our positioning and retained our customers,” Masson explains.
Three new fragrances are underway, one of which will be launched next fall.
Positioned on a High Perfumery, moisturising-certified concept, the company is working with Robertet’s and IFF’s resident perfumers. The 100% natural fragrance Et revenir à soi was developed with Argeville.
“Once we have chosen the extract, perfumers integrate it to our solid and liquid matrices, and both versions should be validated. Our cosmetics bases are 100% natural, but not all fragrances are, except Et revenir à soi, although we do try to offer only natural ones,” adds Masson.
For now, the brand is distributed in France and Germany, in “committed” niche perfume or concept stores, as well as in a few spas.
“We aim to keep control over distribution through our own stores. We will open one in Paris, and probably another later, abroad. Privately-owned stores are crucial for our brand’s representation. In our new store, I want to break with classic merchandising codes. Thanks to our partners, several entry points are open for our skincare fragrances: niche perfumes, a segment dedicated to high-level perfumes with luxurious packaging, sentience perfumes, which embody the search of skin-friendly fragrances, spas for sensoriality and moisturising benefits, and a few demanding concept stores, for style and the pleasure of a surprising gift,” she says.
Sabé Masson fragrances are also available online and can be shipped to all countries. Each fragrance comes with its own olfactory equation describing all the notes in the composition. In parallel, the brand has just launched a sampling and discovery process, the olfactory opus, in partnership with Adhespack.
