For Balmain Beauty, it is important to tell a story

There is much talk about stories and storytelling in the beauty world. Every product hides a narrative, an imaginary world, with the aim to tell us something, to transport and captivate us. Even more so in perfumery. Fragrance names evoke journeys, worlds, parallel realities, moments of the past and future, exotic and familiar places, memories of home. Sometimes it works, sometimes it doesn't. That's the nature of the game. In Paris, with Balmain Beauty, it worked wonders.

Balmain Beauty finds the perfect store

There are eight fragrances, each one standing strong individually, yet also as a group, connected but fulfilling different, complementary needs. We've already analyzed them individually. What matters here is the whole, the red thread, the connection. This exclusive launch, the bottle reminiscent of the boutique, newly opened on Rue Frances Bourgeois 75003, Paris, the multisensory experience welcoming visitors, the diamond motif from floor to ceiling, the final connection, the one with the Spring-Summer 2025 collection that walked the runway at Place du Trocadéro. From Paris, the journey takes us to Sicily, France, Africa, the Orient, in an olfactory voyage that aims to transcend borders and harmonize opposites.

Beauty coexists with fashion, seamlessly

This journey of inclusion and coherence culminates in the fashion show—concepts dear to both the house's founder and its creative director, Olivier Rousteing, who stated: "I want to represent all the beauties of the world. No exceptions"—where outfits and shoulder pads were accompanied by clutch bags shaped like eyeshadow palettes, perfectly mirroring the fragrance bottles from the Les Éternels line. The perfect complement to a sumptuous collection and a testament to the commitment and dedication of a maison that never forgets or neglects its beauty soul; rather, it elevates and uses it as a point of strength.