Source: Business of Fashion
Summary
Jean Paul Gaultier is relaunching its iconic Le Male perfume, which was first introduced in 1995. The relaunch comes as the brand’s Le Male masculine scent experiences a surge in popularity. The new perfume is part of a broader strategy to reinvigorate the brand’s fragrance business. According to Jean Paul Gaultier, the relaunch aims to attract a new generation of consumers. The perfume will be available in select markets starting in September.
Our Reading
The trend returns with a new name.
Le Male’s revival echoes the 90s, when the original scent first launched. The androgynous style of the time is now reinterpreted for a new audience. Gaultier’s reissue follows a familiar path, as brands revive and repackage past successes. The cycle of trends continues, with Le Male’s resurgence feeling like a déjà vu moment. The brand’s bet is that the new generation will rediscover the iconic scent.
Author: Evan Null
