Maison Martin Margiela Fragrance Launching in U.S.

Maison Martin Margiela fragrance Selfridges
Scent of a woman ... or a man: Maison Martin Margiela's Untitled  fragrance.

What’s in a name?

U.S. beauty buffs will soon have the chance to find out, as Maison Martin Margiela has announced it will finally launch its Untitled women’s fragrance stateside at Saks Fifth Avenue in April, WWD reports.

Though aimed at women, the enigmatic scent hopes to break gender boundaries thanks to its minimalistic packaging (a glass bottle simply wrapped in white) and somewhat androgynous woody green floral scent.

Boasting top notes of galbanum essence and orange blossom absolute; a heart of lentiscus, jasmine and galbanum resinoid; and base notes of incense and musk, Untitled has enjoyed top sales since launching in Europe in March 2010.

Now the label is focused on achieving the same success on American soil.

“This is a very important launch for us,” says Renaud de Lesquen, president of Maison Martin Margiela Fragrances at L’Oréal.

“The unique nature of this scent—it is a very different juice—has the capacity to build loyalty. It is so unusual that it is difficult to move on to another scent. We are excited about entering the American market with this scent, especially as it is a large and very competitive market.”

Get the full story from WWD.

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