MARKETING BOOK 2017

AGENDA

3 The brand

La couture
12 PICE UNIQUE

21 Les conceptuels
COLLECTION LUMIRE

33
LHritage
MADAME GRS - CABOCHARD - CABOTINE

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 THE
BRAND

GRS
COUTURE

PARFUMS

1 RUE DE LA PAIX

PARIS

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Parfums Grs SA
BRAND HISTORY
MADAME GRS (1903-1993)

Mysterious Madame Grs. Born Germaine Krebs, she changed her

name several times before choosing the one that would bring her fame.
Trained as a sculptor, she was an artist. A sculptor of fabric. She did not
sew but rather cut the material (thus using three pairs of scissors before
each fashion show), letting the fabric fit the shapes of womens bodies.
Spending her time working , secluded, she wrote: Je nai rien dire et
tout montrer. Je ne fais que travailler (). Quand je ne dors pas, je
coupe: voil ma vie. () La solitude est pour moi une nourriture spirituelle.

Mystery helped her building up her legend among peers and fashion
lovers throughout the years. So did her personal style: always extremely
sleek-looking, wearing a turban all year long because she loved its
oriental origins and prevented her to care about her hair.
More than Madame Grs personal tastes, her couture shows how
visionary she was. Her draped dresses did not take after those of the
Ancient Greeks, as some people think. They were shaped by the perfect
tomb of silk jersey, which Madame Grs was the first fashion designer to
use, her skilled hands and scissors.
As opposed to other contemporary fashion designers, Madame Grs
considered a womans body as part of her work. Her dresses would not be
so harmonious without the body on which they were sculpted. Bodies
would not be so beautiful if they were not made sublime by Grs dresses.

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Parfums Grs SA
 GRS IS

MODERN
 GRS IS

MINIMALIST
 GRS IS

SENSUOUS
GRS IS

ART
FRAGRANCE HISTORY
FIRST STEPS

Madame Grs Grs, was one of the most important couturire of the
post-war period. Minimalist modernity and creative classicism
characterised the couture style of La Maison Grs throughout 50 years.

In 1947 the first perfume called A de Grs was born. Since then, couture
and perfumes were cohabiting together, influencing each other and
reflecting Madame Grs unique skills and understanding of design.

In 1956, 10 years later, Madame Grs travelled to India to adapt Indian

weaving techniques for the Western market. Fascinated by all the rare
and exotic fragrances soon gave her the idea of creating a new
fragrance.

In 1959 Madame Grs had her significant breakthrough

with Cabochard. This fragrance was to inspire a new generation of
leather-chypre accords.

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Parfums Grs SA
FRAGRANCE HISTORY
COMPLETE TIMETABLE

Today, Parfums Grs has a rich heritage and genuine legitimacy in

perfumery. Indeed, few brands can claim to have a fragrance in their
portfolio that, like Cabochard, is almost 60 years old and remains a
reference years after its launch.

Year Name Year Name

1930 Parfum Desse (destroyed during WW2) 2008 Hommage Marlene Dietrich: My Life
1947 A de Grs 2008 Hommage Marlene Dietrich: My Passion
1959 Chouda 2008 Cabotine Delight
1959 Cabochard 2009 Pastel de Gres
1965 Grs pour Homme 2009 Cabotine Aquarelle
1976 Quiproquo 2009 Cabotine Sensuelle
1980 Eau de Cologne Grs 2009 Cabotine Gold
1980 Eau de Grs 2009 Hommage Greta Garbo Mythos
1981 Alix Grs 2009 Hommage Greta Garbo Sphinx
1982 Grs Monsieur 2009 Hommage Greta Garbo Goddess
1984 Grs Monsieur Sport 2010 Cabotine Green Summer
1990 Cabotine 2010 Cabotine Moonflower
1996 Pastel de Cabotine 2010 Miss Cabaret
1996 Homme de Grs 2011 Cabotine Cristalisme
1998 Folie Douce 2011 Cabotine Floralisme
1999 Grain de Folie 2011 Fleur de Cabotine Bouquet
2000 Air de Cabochard 2012 Cabotine Fleur de Passion
2000 Cabochard, relaunch & reformulation 2012 Cabotine Fleur dIvoire
2003 Cabaret 2012 Fleur de Cabotine Pure
2003 Cabotine Rose 2013 Cabotine Fleur Splendide
2003 Cabotine Bleu 2013 Cabotine Eau Vivide
2004 Cabaret Pour Homme 2013 Madame Grs
2004 Cabotine Eau Frache 2013 Cabotine Floralie
2005 Caline 2013 Cabotine Rosalie
2006 Caline Night 2013 Lumire Blanche
2007 Ambre de Cabochard 2013 Lumire Noire
2007 Caline Sweet Appeal 2013 Lumire Rose
2007 Fleur de Cabotine 2015 Pice Unique
2008 Hommage Marlene Dietrich: My Dream 2016 Pice Unique Vol. 2 (Upcoming)

In bold: still in production

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Parfums Grs SA
 LA
COUTURE
BACKGROUND
PICE UNIQUE

The first model of this olfactory haute couture show, PICE UNIQUE, draws
its inspiration from Mme Grs profoundly artistic approach to fashion: her
quest for the ultimate, ideal dress.
A dress made up of a single piece of fabric, which, once draped on a
womans body, would become as singular as its wearer. The quintessence
of haute couture. A work of art. A Pice Unique.

MADAME GRS DIDNT KNOW HOW TO SEW.

SHE REWORKED THE SAME DRESS OVER AND OVER,

SEARCHING FOR THE IDEAL DRESS

A DRESS CUT IN ONE PIECE OF MATERIAL

WITHOUT ANY SEAM, LIKE SARIS, CAFTANS

DIRECTLY SHAPED ON A REAL WOMANS BODY,

EACH DRESS WAS UNIQUE AND A WORK OF ART.

An embracing, sensuous fragrance

created by Anne-Louise Gautier

In the top notes, pink pepper adds fizz to tangy mandarin while black
pepper enhances angelica, a suave vegetal musk with surprising woody,
peppery accents.
In the heart notes, a heady jasmine bouquet is softened by a fruity
accord of plum and a davana extract as rich as a precious liqueur.
Wrapped in a diaphanous sillage of white musks, a suede note, facetted
by incense and patchouli, gives this sumptuous fabric of scents a majestic
fall.

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Parfums Grs SA
BACKGROUND
PICE UNIQUE

The invisible embrace of a voluptuous olfactory fabric enfolding a

womans body, PICE UNIQUE translates the designers flowing, sensuous
dresses into fragrance.

TOP
NOTE

Mandarin Angelica Seeds Pink Pepper Black Pepper

HEART
NOTE

Jasmine Plum Davana

BASE
NOTE

Suede Accord Incense Patchouli White Musks

BACKGROUND
PICE UNIQUE

An innovative, timeless bottle

Classic and modern, innovative and timeless, the bottles design offers
Pice Unique a showcase worthy of its couture inspiration.

MODERN & CLASSICAL.

INNOVATIVE BUT NOT EDGY.
DISTINCTIVE & TRENDY.
COUTURE-INSPIRED.

1. The bottles curvaceous silhouette reflects

the flowing, seamless lines of Mme Grs ideal
dress, while its sides recall the couturiers
trademark pleating technique.

2. The non-removable cap echoes the way

she wrapped fabrics around womens bodies.

3. The plate bearing the logo, molded directly

into the glass, reproduces the shape and font
of the Grs couture heritage (dress label).

4. The red thread stands for the lines as part of

the dresses structure and as a finishing touch.

5. The pleated sides reference to the

thousands pleats composing Grs dresses.

6. The pale pink box housing the elegant

bottle also pays tribute to the codes of haute
couture. Both a showcase and a catwalk, it
opens in front with a strip that becomes a red
carpet once it is lowered, revealing Pice
Unique in majesty.

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Parfums Grs SA
RANGE
PICE UNIQUE

Available as Perfumed Hand

50 and 100ml Eau de Parfum and Body Cream 200ml

Recommended retail price

DESCRIPTION CHF EUR US $

Eau de Parfum, 50ml 60.00 59.00 65.00

Eau de Parfum, 100ml 80.00 79.00 85.00

Hand & Body Cream, 200ml 22.00 20.00 23.00

Please find more information online in our digital press room:

www.parfumsgres.com/pressroom/piece-unique

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Parfums Grs SA
 LES
CONCEPTUELS
BACKGROUND
LUMIRE ROSE

The sun rises over the House of Grs' perfume atelier, bathing the whole
room in an unparalleled shimmering pink glow. LUMIRE ROSE by Parfums
Grs illustrates one of those unique, fleeting moments when the sun rises
over Paris and illuminates the City of Light in pure, sublime pink.

To love beauty is to see light

Victor Hugo

It is a moment of intense emotion, when a breathtaking spectacle of

nature meets the beauty of a woman who could find her equal at this
precise moment alone.
LUMIRE ROSE envelops this woman, tenderly caressing her before coming
to rest on her skin, leaving a subtle fragrant note that will accompany her
all day long.

The fragrance a luminous signature

created by Delphine Jelk
A burst of exhilarating orange blossom and distinguished pink pepper
heralds a more delicate and surprising fruity, floral heart: powdery rose
and violet find their balance in a deliciously feminine peach note.
At the base, a gentle veil of liquorice, sandalwood and musk leaves a
sensual impression and gives the fragrance a gourmand complexity.

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Parfums Grs SA
BACKGROUND
LUMIRE BLANCHE

This is one of these chilly winter afternoons in Paris: surrounded by a pale blue
sky, the sun casts a warm golden spell on the streets and parks, sweetly and
unexpectedly.
This is exactly the right time to go out of the Atelier Grs on the look for
inspiration, taking advantage of the dynamizing cold tempered by dazzling
rays of light.

Light is a diamonds soul

Joseph Joubert

In these rare, stolen moments, a tiny sparkle will occur and set fire to an
underlying idea, as if light would suddenly strike a diamond in the dark and
reveal its beauty. LUMIRE BLANCHE stands for the chance encounter
between cold and warm, innocence and sensuality, reality and imagination.

The fragrance a harmonious composition of white flowers

created by Jean-Claude Delville
Jean-Claude Delville has been a friend of Parfums Grs since 1990. Indeed,
he created the world-famous Cabotine. With LUMIRE BLANCHE, he wrote a
new story for Grs.
His composition is an ode to white flowers and their complex personality: shy
like the orange blossom in the Jardin des Tuileries and sensuous like the
tuberose whiffs coming from the rich Parisian salons. LUMIRE BLANCHE draws
the portrait of flowers, but also of a Parisian woman: sensuous and innocent,
mischievous and mystical.

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Parfums Grs SA
BACKGROUND
LUMIRE NOIRE

The last light of day is swallowed by the horizon, the sun fades away and the
City of Light appears, dressed to the nines. A thousand lights twinkle from
every angle, like the stars of the heavens, illuminating Paris.

Shadow lives only in light

Jules Renard

LUMIRE NOIRE by Parfums Grs pays tribute to both the gentle summer nights
and long winter nights of Paris, which intoxicate the senses and unveil the City
of Light's majesty if only for a few hours.

The fragrance a harmonious composition of white flowers

created by Philippe Romano
This fragrance highlights an unexpected concentration of rose, patchouli and
orange blossom notes.
Subtly fruity, floral and musky, this fragrance plays on its vibrant, noble
accents, which find a luminous echo in bergamot before unfolding in the
smooth, tender embrace of vanilla.
Patchouli and musk blend with this opening freshness to leave a graceful,
feminine and luminous trail.

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Parfums Grs SA
PRICING
COLLECTION LUMIRE

Recommended retail price

DESCRIPTION CHF EUR US $

Lumire Rose EdP, 100ml 84.00 71.00 89.00

Lumire Blanche EdP, 100ml 84.00 71.00 89.00

Lumire Noire EdP, 100ml 84.00 71.00 89.00

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Parfums Grs SA
LHRITAGE
 THE ICONIC
MADAME GRS

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Parfums Grs SA
BACKGROUND
MADAME GRS

The current trend of big fashion labels producing perfumes is to go back

to the brands core business and rediscover its history through fantastic
reinterpreted versions of older, at that time well-known perfumes.
Resulting from the brands past, the distinctive and classical fragrance
MADAME GRS pays tribute to the Maison de Couture using the historical
image. Both Ancient Greece and sculpture served as sources of
expression for the haute couture creations of Madame Grs, who is
regarded as a forerunner of todays minimalist movement.

I wanted to be a sculptor
for me it is the same to work with fabric or stone.

Madame Grs always conceived her dresses as she would be a sculptor:

she applied directly the textile on the models to form beautiful dresses
inspired by classical Grecian draping and flowing lines.

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Parfums Grs SA
BACKGROUND
MADAME GRS

MADAME GRS is an independent product line, continuing in the

Cabochard tradition. To create a link between the perfume and fashion
world, the appearance of the packaging represents Madame Grs
unique draping technique.
An original dress is embossed on two sides of the folding box and typical
grecian draping and flowing lines form the key elements. The design of
the bottle is kept in the 40s look.
The strikingly modern, oriental floral scent nevertheless observes all classic
perfume codes, creating a bridge between timeless elegance and
minimalist modernity.

Cardamom
Grapefruit
Pineapple

Magnolia
White Peony
Freesia

Sandalwood
Vanilla
Patchouli
Leather

The fragrance an elegant and sophisticated fragrance

created by Sidonie Lancesseur
The scent itself is a combination of refinement and elegance: delightful
citrus grapefruit and pineapple chords mingle with beguiling peppery
cardamom in the head notes.
An incredibly floral bouquet consisting of magnolia, white peony and
powdery freesias gives the heart of the scent its opulence and aesthetic
appeal.
A hint of sandalwood, fine vanilla, oriental patchouli and charismatic
leather complete the scent, giving it an unmistakeable signature.

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Parfums Grs SA
38
RANGE
MADAME GRS

Available as a 100ml Eau de Parfum.

Recommended retail price

DESCRIPTION CHF EUR US $

Eau de Parfum, 100ml 84.00 69.00 89.00

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Parfums Grs SA
THE ULTIMATE CHYPRE
CABOCHARD

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Parfums Grs SA
BACKGROUND
CABOCHARD

Returning from a travel to India where she discovered a new scented

universe, Madame Grs decided to launch a perfume in 1959:

created by perfumer Bernard Chant.

From the moment of its birth, CABOCHARD was a innovation bold and
daring, with a name that suggested a strong personality (headstrong),
and a truly avant garde combination of olfactory notes, christened
green-chypr, which was both highly seductive and decidedly different.

Galbanum
Ylang-Ylang
Leather

Absolue de Rose
Jasmine

Oak Moss
Vetiver
Patchouli
Musk

The fragrance a a sensual, heavy perfume

created by Bernard Chant
CABOCHARD doesnt feel like such a typical feminine fragrance, although
it is soft. Its essentially a soft leather with florals, very subdued but beautiful
in its own particular way. It is classical and innovative, smooth and harsh,
tamed and wild.
The woman who wears CABOCHARD is not afraid to reveal her femininity
and her sophistication. The fragrance is for those who do what they have
in mind.

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Parfums Grs SA
BACKGROUND
CABOCHARD

Le plus attachant des grands parfums.

Cabochard de Grs is over the top, a stiff veritable classic, simply one of
the best leather mossy chypre of the olfactory universe.

Cabochard doesnt feel like such a typical feminine fragrance, although

it is soft. Its essentially a soft leather with florals, very subdued but beautiful
in its own particular way.

Parfum Grs Cabochard, meaning headstrong, is an example of how a

chypre fragrance can embody confidence and independence, playing
upon the austere and dry qualities of the genre. One feels compelled to
unlock its secrets, revisiting again and again, and falling deeper and
deeper into the rabbit hole.

Not only was Cabochard very successful at the time of its release in 1959,
its leather chypre composition inspired many subsequent fragrances.

La phrase culte rattache ce parfum lui-mme plus que cultissime

rsume bien lampleur du chef-doeuvre. Je connais des addicts de
Cabochard qui ne changeraient pour rien au monde cette boule de
cuir, pourtant simple en apparence, mais la fois si complexe, intrigante
et fascinante.

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Parfums Grs SA
RANGE
CABOCHARD

Available as 100ml Eau de Parfum.

Available as 30ml, 50ml and 100ml Eau de Toilette.

Recommended retail price

DESCRIPTION CHF EUR US $

Eau de Toilette, 30ml 44.50 29.50 32.00

Eau de Toilette, 50ml 67.50 45.00 47.00

Eau de Toilette, 100ml 99.00 66.00 69.00

Eau de Parfum,100ml 101.00 72.00 72.00

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Parfums Grs SA
 THE ONE AND ONLY
CABOTINE DE GRS

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Parfums Grs SA
BACKGROUND
CABOTINE DE GRS

Launched in 1990, the floral bouquet of CABOTINE has become, in just a

few seasons, a reference. After only two years, CABOTINE received the
International Award for Best Womens Fragrance from the Accademia
del Profumo in Italy.

actually means actress a woman of a thousand different

facets. Young girl or woman? CABOTINE is both. Energetic and lively on a
day to day basis yet also glamorous from time to time, active yet
sophisticated, CABOTINE loves playing the role of exquisite elegance.
Half innocent, half provocative, but always romantic, sensual emotive,
carefree and seductive: this is the CABOTINE woman.

Tangerine
Ginger
Ylang-Ylang

Ginger Lily
Wild Hyacinth
Tuberose

Patchouli
Sandalwood
Musk
Blackcurrant

The fragrance a fresh, spicy floral bouquet

created by Claude Delville
CABOTINE de Grs and Ginger Lily: The two names are inseparable. Native
of the Himalayas, the Ginger lily is best known as the flower used in the
stunning garlands of Hawaii.
This is the first time it has been incorporated into a fragrance using the
unique living flower technique: a method of extraction that enables the
natural fragrance of the flower to be captured without actually cutting
the flower itself.

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Parfums Grs SA
BACKGROUND
CABOTINE DE GRS

The bottle a work of art, a sculpture

designed by Thierry Lecoule

As fresh as a bouquet of Ginger Lily, as valuable as a collectors item.

Its soft, curved sensual shape allows it to fit comfortable into the palm in
fact it looks rather like a magnificent vase containing a bouquet of
flowers.

The floral sculpture of the stopper evokes dreams and femininity, and the
colour green is used to emphasize the natural aspect of the fragrance.

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Parfums Grs SA
RANGE
CABOTINE DE GRS

Available as 50 and 100ml Eau de Parfum.

Available as 30ml, 50ml and 100ml Eau de Toilette.

Recommended retail price

DESCRIPTION CHF EUR US $

Eau de Toilette, 30ml 44.50 32.00 32.00

Eau de Toilette, 50ml 67.50 47.00 47.00

Eau de Toilette,100ml 99.00 69.00 69.00

Eau de Parfum, 50ml 74.50 52.00 52.00

Eau de Parfum,100ml 104.50 72.00 72.00

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Parfums Grs SA
Page 51
Parfums Grs SA
 THE LITTLE SISTER
CABOTINE ROSE

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Parfums Grs SA
BACKGROUND
CABOTINE ROSE

CABOTINE ROSE is definitely a little sister of the original CABOTINE: it takes

after a very typical olfactive style - easy to wear, modern, elegant and
floral fresh with a strong signature. However, CABOTINE ROSE asserts a
personality of its own, both prickling and romantic.
The starting-point for the inspiration and creation of CABOTINE ROSE turns
around a harmony of two sensual and captivating flowers:
Cherry blossom: symbol of spring and renewal, a flower known for its
transparent and delicate scent
Pikake flower (Jasmin Samba): celebrated in Hawaii for its solar sensuality.

Cherry blossom
Mandarin
Pear
Dewy green leaves

Mimosa
Pikake flower
Pepper
Tuberose
Peony

Sandalwood
Vetyver
Plumeria petals

The fragrance a floral and fresh dream

created by Jean-Claude Deville
The cherry blossom in the top note combines perfectly well with the
natural fruity touch of pear and dewy green leaves.
In the heart of the composition, the pikake flower is surrounded by
transparent peony, stephanotis and mimosa that enhance its sensuous,
rich facets. Green pepper gives the composition a dynamic vibration.
The highly feminine nature of plumeria petals, precious woody elements
like sandalwood and vetyver as well as sensual musks in the dry down
underline the modern elegance of this composition.

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Parfums Grs SA
RANGE
CABOTINE ROSE

Available as 30ml, 50ml and 100ml Eau de Toilette.

Recommended retail price

DESCRIPTION CHF EUR US $

Eau de Toilette, 30ml 44.50 32.00 32.00

Eau de Toilette, 50ml 67.50 47.00 47.00

Eau de Toilette, 100ml 99.00 69.00 69.00

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Parfums Grs SA