SHANGHAI, 11 JULY 2017 – Atelier Cologne, the French “Maison de Parfum” opened its first flagship store in China on June 22nd, 2017 in Shanghai, China. Labbrand helped Atelier Cologne to create the Chinese brand name 欧珑 [ōu lóng].
Established in 2009 by Sylvie Ganter and Christophe Cervasel in Paris, France, and acquired by L’Oréal in 2016, Atelier Cologne is the first fragrance house entirely dedicated to the legendary perfumery classic, cologne. Known for its unique concentration technique and high concentrations of essential oil with long-lasting fragrance, each Cologne Absolue tells the story of treasured emotions and powerful memories.
Labbrand, the leading China-originated global brand consultancy, was appointed to create a unique yet memorable Chinese brand name for Atelier Cologne.
The final Chinese name chosen is 欧珑 [ōu lóng]. 欧 [ōu] stands for Europe; 珑 [lóng] means a kind of jade that was used by the ancient Chinese to pray for rain, conveying a sense of brightness. Meanwhile, the character 珑 also implicates a link with “cologne” whose Chinese interpretation 古龙水 [gǔ lóng shuǐ] partially shares the same sound. The final name was linguistically tested and validated in three major Chinese dialects including Mandarin, Cantonese and Shanghainese. The smooth pronunciation and simple structure make the name very easy to read and remember.
“欧珑 [ōu lóng] is a unique name customized for Atelier Cologne. The name pictures a brand of a European origin offering a refined cologne collection, with great taste and delicacy. It attracts Chinese consumers who pursue good quality of life.” said Amanda Liu, VP & Creative Director of Labbrand.
With more than 10 boutiques globally in Paris, New York, San Francisco, London and Hong Kong, the new store in Tai Koo Hui, Shanghai marks Atelier Cologne’s first flagship store established in China. In this elegant, Mediterranean inspired ambiance, customers can experience personalized services such as handmade exclusive lettering and engraving, as well as purchase a variety of fragrant products from body lotion, candles to the brand’s classic Cologne Absolue.
“Atelier Cologne is a French “Maison de Parfum” which gave birth to a new olfactive family, the “Cologne Absolue”. Six collections of very natural, fresh, elegant and long-lasting fragrances. The Chinese name of the brand 欧珑 created by Labbrand perfectly conveys Atelier Cologne’s brand essence, positioning and origins. This name is well appreciated by Chinese consumers and will become a key asset of the future development of the brand in China” said Yann Andrea, Brand General Manager of Atelier Cologne China.
Labbrand is the leading China-originated global brand consultancy with a rapidly expanding global footprint that includes regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We lead branding journeys and facilitate implementations to light up companies and products with the power of your brand. Through brand innovations, we steer brands towards unrivalled brand space. On our journeys we Create, Grow and Disrupt to build resilient brands in dynamic markets. Our cross-disciplinary approach in research, strategy, naming, design and digital gives us the foresight and ability to guide brands beyond the status quo.
About L’Oréal Group
Founded in 1909, L’Oréal is one of the world’s largest cosmetics companies, headquartered in France. It operates in more than 130 countries and cities with over 280 branch offices, 40 factories and 50,000 staff. For more than a century, L’Oréal has devoted its energy and competencies solely towards one business: beauty. It has chosen to offer its expertise in the service of women and men worldwide, meeting the infinite diversity of their beauty desires.