Creed

Scenting ultra-exclusive events is beauty’s next big branding opportunity.

Private equity shops and venture capitalists are being more discerning with their dollars and yet capital is still critical for emerging brands seeking to stand out in a competitive landscape.

The bankrupt biotech manufacturer-turned-beauty conglomerate has put Biossance, Jonathan Van Ness’ JVN and other lines up for sale. Is anyone buying?

Wealthy shoppers looking for exclusive beauty products and bespoke experiences have been underserved. But that may change soon, according to The State of Fashion: Beauty.

This week, Kering’s beauty strategy came into focus when the world’s second largest luxury fashion group announced that it is acquiring the niche fragrance brand Creed at a price close to $3 billion.

Kering’s reported multi-billion dollar acquisition of Creed is just the latest blockbuster beauty deal – and the industry shows no signs of slowing down.

Kering will acquire 100 percent of the luxury niche fragrance brand controlled by BlackRock Long Term Private Capital Europe and current Chairman Javier Ferrán in an all-cash transaction.

House of Creed’s fragrances attract a level of fanaticism usually reserved for sneakers and “It” bags. As the brand prepares to introduce a follow-up to its bestselling eau de parfum, Aventus, BoF takes a look at how a cult following is built.