Le Labo's Tokyo Scent Tops Sales as Brand Cultivates Customers

Le Labo, a brand favored by the "literary youth" demographic, has expanded its "City Exclusives" collection to 19 distinct fragrances, recently introducing SHIU 25 "Camphor 25." Amidst this diverse range, the brand has identified Tokyo's GAIAC 10 "Guaiac Wood 10" as the enduring "king of popularity." This scent not only leads global sales but also holds the top spot in the Taiwanese market.

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very clean, easy to use, and very soft

The enduring appeal of the Tokyo scent is attributed to its accessibility in daily life. Described as "very clean, easy to use, and very soft," it offers a comfortable experience regardless of the time of day, making it highly accepted within the City Exclusives series. Beyond Tokyo, scents like Berlin's CEDRAT 37 "Citron 37," with its modern and free-spirited aroma, and Kyoto's OSMANTHUS 19 "Osmanthus 19," evoking the scent of incense in temples with a powdery nuance, also resonate well with Taiwanese consumers.

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Berlin smells comfortable, with a more distinct modern feel and free spirit

Interestingly, some fragrance enthusiasts are drawn to scents from cities they cannot easily visit. Miami's "TABAC 28 (Tobacco 28)," with its distinct tobacco notes, gains an added layer of collectible appeal due to its geographical distance and exclusivity. Le Labo's "City Exclusives" are typically only available for purchase in their namesake cities. However, the brand observes that some consumers prioritize acquiring scents from farther-flung locations during the annual global sales period. This has led to a habit among a dedicated customer base to "collect one new city scent per year."

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Kyoto presents a completely different atmosphere, easily reminiscent of the incense burning in temples, with a hint of powderiness

Embodying the core spirit of "Slow Perfumery," Le Labo eschews mass production in favor of emphasizing the accumulation of scent, time, and craftsmanship. Despite its premium pricing, the brand has cultivated a loyal following. Its product strategy, featuring various sizes, effectively lowers the entry barrier for consumers interested in high-priced fragrances. For instance, new customers can begin with 1.5ml discovery sets, which allow for a choice of three different scents for 1,350 New Taiwan dollars. Further options include a discovery set of five 1.5ml vials for 2,250 New Taiwan dollars, progressing to 15ml bottles at 5,400 New Taiwan dollars, 50ml at 12,200 New Taiwan dollars, and 100ml at 17,500 New Taiwan dollars. This tiered approach creates a clear path from initial sampling to purchasing full-sized bottles.

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one year collect one bottle