Aholic joins the ranks of Bogart’s heritage brands, some of which, like Méthode Jeanne Piaubert, are over a century old. With its fragrances centred on addiction, the new brand meets a profound shift in the perfumery market. “Niche perfume customers want to stand out from the crowd, to have a unique, bold, and memorable olfactory signature. They are therefore willing to spend a little more than on traditional brands,” explains Anouk Poëy de Langlais, Group Marketing and Communications Director.
The seven perfumes currently comprising the range are priced at 160 euros per 100ml, and their 150ml refill at 140 euros.
Give in to temptation
“Renowned perfumers have shared their perception of addiction,” says Aurélie Elkouby, head of the perfume category. “Each fragrance captures the feeling of giving in to temptation, the emotion associated with surrender.” The concept is clearly reflected in the brand name, the suffix referring to addiction in English.
Aurélien Guichard, perfumer at Takasago, Mathieu Nardin (Mane), Olivier Maurel, and Dominique Preyssas (CPL Aromas) worked on compositions that each tell a story of compulsive behaviour. Sun, tobacco, cravings, sex, alcohol, drugs, and gluttony: each perfumer was given free rein to interpret these themes, playing on sensations of warmth and freshness while respecting the demand for intensity and staying power, key features of niche perfumery.
The design of the bottles, which are treated as decorative objects, is a key element of the brand’s identity. The design is inspired by the Art Deco movement. With its conical shape and spherical cap, the bottle is reminiscent of a lamp base and a decanter stopper,” explains Aurélie Elkouby.
The XL Design agency created the bottle and its logo. The glossy black glass is embossed with the brand’s signature in two places. The marbled cap looks as if it is balanced on top of the bottle. The deep black secondary packaging consists of a sleeve personalised with a graphic motif specific to each universe, with a combination of matt and glossy varnishes. The soft-touch box contains the bottle and a base, which, like a stand, allows the consumer to showcase their bottle. “We wanted to elevate the customer experience to its fullest by adding a black seal, stamped with an A, which is our product’s signature,” adds Aurélie Elkouby.
The communication strategy devised by the Noir Ivoire agency reflects the brand’s olfactory choice of contrasting warm and cool notes with its colour scheme, through a vibrant palette that juxtaposes red and blue against black. The visual experience is seamlessly integrated across all physical and digital touchpoints. Curated playlists have been developed to immerse customers in a multi-sensory experience.
“Aholic treads a fine line, and our experience has enabled us to stay on the right side of boldness. Our fragrances were very well received by distributors and retailers at Esxence. And the brand’s visual identity is a major draw,” says Anouk Poëy de Langlais. A compelling mix for this collection, which is hitting the market in May 2025.
The range was produced at the group’s Pacy-sur-Eure site in the heart of Normandy.
A carefully crafted portfolio of brands
Founded in 1975, the independent French group is structured into two divisions: Bogart Fragrance & Cosmetics (12 brands covering perfumes, skincare, make-up, and hair care products) and Bogart Beauty Retail (450 selective perfumeries and drugstores across seven countries).
Building on the international success of the Jacques Bogart brand, the group has grown through successive acquisitions: Ted Lapidus, followed by the cosmetics brands Piaubert and Stendhal, purchased from Sanofi and L’Oréal respectively, and Carven more recently. In 2024, as part of a premiumisation strategy to meet market expectations, the group acquired Rose et Marius, a perfumery brand inspired by Provence,” details Anouk Poëy de Langlais.
“Our group’s model is unique: thanks to our network of selective perfumeries and feedback from our 1,500 beauty advisors, we have an even better understanding of the challenges facing retailers and distributors. We create and develop brands with a complementary positioning so that each one contributes in its own way to the in-store experience,” emphasises the manager.
With a portfolio of twelve proprietary brands today, Bogart aims to offer a cohesive range that meets the expectations of all customers, regardless of their budget or preferences, across all categories.