Institut de France
Paris 1798
Product Concept & 360° Strategy
Le Fumoir
by Lubin ParisA heritage-driven limited edition, born from ambivalence.
I — Inspiration
A room built
for men,
claimed by a woman.
"A contrast between a space designed only for male entertainment since 1833, reclaimed by Nélie Jacquemart — who turned the hôtel into a museum."
Le Fumoir is born from this ambivalence. A scent that lives between the masculine and the feminine — intimate, bold, and cozy. Part of Lubin's Évocations Collection, each perfume draws from a room inside the Musée Jacquemart-André. Le Fumoir takes its name from the smoking room itself.
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II — Formulation
The scent
of ambivalence.
Three acts, one fragrance. From a sharp, fresh opening that cuts through the air, to a warm, captivating base that lingers like smoke in an empty salon.
III — Identity & Design
Heritage
made visible.
Designed to encapsulate the essence of this limited edition, the label draws from the visual language of 19th-century French parlours — ornate gold borders, rich crimson grounds, and a vintage perfume vessel at its heart. Typography mirrors the fragrance's positioning: a balance between heritage craftsmanship and bold, modern intimacy.
IV — Business Model
Built on
rarity and depth.
Histoire
Lubin's DNA is deeply rooted in French history since 1798 — historical narratives tied to royalty, aristocracy, and the Napoleonic era. Cultural storytelling as a competitive moat that cannot be manufactured.
Rareté
Sold exclusively at the Musée Jacquemart-André for the first 6 months. Then distributed at select Paris boutiques under a "code name". Limited production runs to protect the perception of rarity.
Croissance
Museum launch → Selected boutiques → Experiential marketing → Line extension. A phased rollout that guards brand equity at each step, never diluting the founding mystique.
V — 360° Strategy
Four pillars.
One vision.
Product Concept & Development
Part of Lubin's "Évocations Collection" — accords that exhale scents of unspoiled, sweet, eternal nature. Le Fumoir draws its identity directly from the museum room that bears its name, making the place and the perfume inseparable.
Strategic Partnership
A shared emphasis on heritage, craftsmanship, and luxury provides a strong foundation for collaboration. Both Lubin and the Musée Jacquemart-André appeal to affluent, cultured audiences who value authenticity and timeless elegance.
Private Launch Event
The launch takes place inside the museum's private rooms, reserved for exclusive cocktail hours. Samples of Le Fumoir will be gifted. Entry restricted to museum members, loyal Lubin clients, and select perfume connoisseurs. No press, no public.
Controlled Exclusivity
Sale is deliberately restricted to create a perception of rarity. No broad social media campaigns. No discounts. No gender-focused communication. The collection speaks to those who already know — and to no one else.