LF’s French Select Shop of Niche Perfumes, JOVOY, Begins Expansion
- LF’s JOVOY available online on LFmall and offline at RAUM East
- Complementary products and 5% discounts for purchased products until May 9 to celebrate launch
LF, the lifestyle culture company, plans to expand its French select shop of niche perfumes, JOVOY, by distributing it both online (lfmall.com) and offline (RAUM East, 872 Eonju-ro, Gangnam-gu).
In December of last year, after targeting the rapidly emerging premium perfume market, LF announced that it would launch JOVOY in South Korea in the first half of 2022. JOVOY is a select shop of niche perfumes that was launched by perfumer François Hénin in 2010. It carefully selects niche perfumes from around the world based on three conditions: scent originality, strong message, and craftsmanship.
The signature products of JOVOY distributed by LF are Psychedelique, a deep, woody best seller perfume in the JOVOY store in Paris, and Gardez-Moi, a powerful white flower and woody-musk perfume. However, other niche perfumes are also available such as Jeroboam and Jacques Fath.
An official from LF commented, “These days, Millennials and Gen Z consumers use premium perfumes as a means of self-expression and to differentiate themselves from others, making them essential purchases. As LF has prepared various premium niche perfumes and promotional events for JOVOY’s first outlet in South Korea, we look forward to welcoming many customers.”
Photo Description: Promotional posters of LF’s niche perfume select shop JOVOY and product photos