Co-CEO Nuket Philiba believes that these two factors will drive trends in the fragrance market, especially in China.
“This is a service we offer at our heritage store in Turkey. We are also planning to bring it to China because that heritage and craftsmanship is very much appreciated there. she told CosmeticsDesign-Asia.
Atelier Reble traces its roots to Istanbul, where French pharmacist Jean-César Reble established a Parisian-style pharmacy in 1895.
Through this venture, Rebel introduced Cologne to Turkey. “We are the authority and experts in fragrances since 1895” Philiba said.
Three years ago, the company entered China through cross-border e-commerce. Since then, Philiba tells us, sales have continued to grow by about 50% every year.
Chinese consumers have responded to the brand’s storied past and scents like 1895, a light and refreshing citrus perfume and one of Atelier Rebel’s signature scents.
The brand also credits its success to a successful livestreaming collaboration with social media influencer Austin Lee Jiaqi, which resulted in “thousands and thousands of dollars”Sales in just minutes, says Philiba.
The company’s next step is to enter the traditional retail market. “Atelier Rebul is becoming a well-known brand in China. We are selling cross-border from Hong Kong and now we are going to enter the domestic market in 2023.Philiba said.
Broader APAC expansion in the works
Today, the company has more than 500 shop-in-shop locations in addition to 51 independent stores and a strong online presence. It is mainly concentrated in Europe and the Middle East.
Despite its storied past, Atelier Rebul is a relatively new label in Asia and the company is keen to introduce it to Asian beauty consumers.
“Our future focus is APAC. We started selling in China and we were very successful. Now we are turning our attention to APAC.Philiba said.
This includes markets such as Japan, which it recently entered with a special collection of eau de colognes that appeal more to Japanese olfactory preferences.
“The Japanese attitude towards fragrance is very different from the rest of the world. They don’t like heavy fragrances and wearing heavy fragrances is considered rude. Therefore, this collection was developed specifically for the Japanese market. Philiba said.
The company is also interested in entering the Southeast Asian market. Philiba highlighted Indonesia, where it could enter the halal beauty market. Furthermore, she believes Indonesian consumers will associate another of its signature scents with spicy Istanbul.
“Inspired by Istanbul’s spice bazaar with ingredients like saffron, cloves and cinnamon. It is more woody, oriental and spicy – and I think it will be very successful in Indonesia.,
Finally, the company set its sights on Singapore. “Singapore is the showcase, it’s a travel corridor so we want to be there.,