Lance Carson
Thierry Mugler fragrances are owned by Clarins Groupe, which acquired a 34% share in Thierry Mugler Couture in 1990. Clarins has since increased its share to 83.5% and holds the rights to the Thierry Mugler name. Thierry Mugler fragrances are known for their unique, disruptive, and addictive scents, presented in bold and iconic bottles. The brand's first fragrance, Angel, debuted in 1992 and pioneered a new gourmand category in perfumery, followed by other popular fragrances such as Alien and Womanity.
| Characteristics | Values |
|---|---|
| Current Owner | Clarins Groupe |
| Previous Owner | Thierry Mugler |
| Year Acquired | 1990 |
| Percentage Acquired | 83.5% |
| Fragrance Line | Angel, Alien, Womanity |
| Fragrance Characteristics | Disruptive, Luxurious, Desirable, Hyper-Sensual |
| Target Customer | Any age group |
| Brand Message | Creating disruptive juices, disruptive fragrances |
| Brand Vision | Cultivating an avant-garde approach that destabilizes, inspires and accomplishes |
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What You'll Learn
Clarins acquired a 34% share in 1990
In 1990, Clarins acquired a 34% share in Thierry Mugler Couture when it signed a deal to produce the brand's fragrances. Thierry Mugler is a French fashion designer and photographer known for his 1980s power fashions and widely credited with introducing a new fragrance category—gourmand—in the 1990s. Mugler originally trained as a dancer and worked professionally from the age of 14. After studying interior design, he moved to Paris at 24 and began working as a window dresser and freelance designer. His first personal collection for women was produced in 1973, and he opened his first Paris boutique in 1978.
Mugler's first fragrance, Angel, was introduced in 1992 and set the fragrance world on fire with its unabashed sweet and foodie notes. It was an olfactory "shock", causing a sensation and creating a new 'gourmand' category. With its good-enough-to-eat notes and an unusually high concentration of 30% woodsy patchouli, Angel surprised and intrigued people. It has since become one of the bestselling fragrances in the world and was inducted into the Fifi Awards Hall of Fame in 2007.
Clarins has held the rights to the Thierry Mugler name since acquiring a 34% share in 1990. By 1997, Clarins had increased its share to 83.5%, acquiring its stake by purchasing stock from Mugler, the Marceau Group, and Didier Grumbach. Clarins shuttered the ready-to-wear component of Mugler's brand in 2003 due to financial losses but kept the profitable perfume division open. Mugler himself left the fashion industry in 2002, stating, "Fashion is beautiful, 3-D art on a human being. But it wasn't enough, which is why I went on to create in other ways. For me, it wasn't the right tool anymore. But perfume still interests me."
The Thierry Mugler brand continues to thrive, with Angel and Alien being two of its key fragrances. The brand aims to create disruptive and innovative fragrances that surprise, excite, and keep customers loyal to the brand. Clarins plans to increase sales and continue gaining market share in the fragrance world.
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Clarins now holds the rights to the name
Clarins now holds the rights to the Thierry Mugler name. The French fashion designer, photographer, and director first launched his fragrance brand in 1992 with the debut of Angel. The scent was an olfactory "shock" to the fragrance world, pioneering a new fragrance category: gourmand. With notes of praline, patchouli, candyfloss, caramel, and chocolate, Angel was the first good-enough-to-eat fragrance.
In 1990, Clarins acquired a 34% share in Thierry Mugler Couture when it signed a deal to produce the brand's fragrances. By 1997, Clarins had increased its share to 83.5%, acquiring its stake by purchasing stock from Mugler, the Marceau Group, and Didier Grumbach. Clarins shuttered the ready-to-wear component of Mugler's brand in 2003 due to financial losses but kept the profitable perfume division open. Mugler himself stepped away from the fashion world in 2002, expressing that "fashion is beautiful, 3-D art on a human being. But it wasn't enough, which is why I went on to create in other ways. [...] But perfume still interests me."
Since then, Clarins has continued to develop and market Mugler fragrances, with Angel and Alien being the two key brands in the Thierry Mugler portfolio. The Clarins team has ambitious plans for these two franchises, aiming to increase their market share in the fragrance world. The Angel franchise is already in the Top 10 fragrances, and the team hopes to propel it to a brand new level with the launch of Angel Muse in 2016. As for Alien, the goal is to increase sales by 30% from 2015 to 2018, with a focus on expanding its presence in key markets such as New York, Boston, and Miami.
Clarins has embraced Mugler's disruptive approach to fragrance creation, focusing on innovative and disruptive juices with bold and singular bottles. The company also continues Mugler's commitment to sustainability, offering refillable bottles for their fragrances, a practice that has become a unique service in the world of perfumery.
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Angel was the first fragrance, launched in 1992
Angel, the first Thierry Mugler fragrance, was launched in 1992. It was created by perfumers Olivier Cresp and Yves de Chirin. The fragrance is known for its sweet and foodie notes, combining patchouli with praline, red fruits, and vanilla. The perfume is described as carnal and sensual, and it revolutionized the world of perfumery by introducing a new genre, the gourmand. The gourmand fragrance family is characterized by sweet, edible scents that evoke a sense of femininity and sensuality.
The Angel fragrance is presented in an iconic, asymmetrical five-pointed star-shaped bottle, which has become synonymous with the Mugler brand. The star shape is said to represent the infinite possibilities of the universe, and the bottle is designed to be a treasured work of art. Mugler was also one of the first brands to create an economical and ecological refill program for its fragrances.
The launch of Angel marked a significant moment in the perfume industry, setting trends and influencing the market in the 1990s and beyond. It quickly gained popularity and became one of the best-selling perfumes of the 20th century. The success of Angel was further solidified by the release of its male counterpart, Angel Men or A*Men, in 1996.
Angel continues to be a beloved and sought-after fragrance, with its complex olfactory facets inspiring confidence and captivating the senses. The fragrance has left an enduring legacy, being inducted into the Fifi Awards Hall of Fame in 2007 and remaining a top-selling perfume for the brand. The Angel franchise has expanded with new variations, such as Angel Muse, launched in 2016, keeping the fragrance relevant and appealing to a diverse range of consumers.
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Angel is one of the world's bestselling fragrances
Angel, the first fragrance by Thierry Mugler, debuted in 1992 and pioneered a new fragrance category called "gourmand". It is known for its sweet, foodie notes, including candyfloss, caramel, and chocolate, balanced by a high concentration of woodsy patchouli. The fragrance was an instant success and became one of the best-selling perfumes of the 20th century. Angel continues to be a top-selling fragrance, with a bottle refilled every twenty-five seconds worldwide.
Angel's unique scent and iconic star-shaped bottle have made it a staple in the perfume industry. The fragrance is known for its addictive quality, with fans describing it as "doused with the perfect balance of sweet and woodsy". The refillable bottle, introduced in 1992, was an innovative and ecological feature that allowed customers to refill their bottles at the Mugler Fountain or with separate refill bottles. This initiative has continued, with one refill taking place every seven minutes at Thierry Mugler perfume counters.
The success of Angel led to the creation of a male version, Angel Men or A*Men, in 1996. The franchise has since expanded with new fragrances, such as Angel Muse, launched in 2016. Angel, along with the Alien franchise, generates about $280 million in annual sales. The brand continues to innovate and create disruptive fragrances that surprise and excite customers, with plans for major launches in the US market.
Thierry Mugler fragrances are owned by Clarins, which acquired an 83.5% stake in the brand by 1997. Clarins has helped to grow the Thierry Mugler brand globally, particularly in the US market. The brand stands out for its bold and unconventional approach to fashion and fragrances, reflecting Mugler's unique view of the world. Mugler has described fragrance as a tool to "destabilize, inspire and accomplish, satisfying the need for the extraordinary".
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Thierry Mugler fragrances are known for their refillable bottles
The refillable bottles are a key part of the brand's commitment to sustainability and reducing waste. The refill program allows customers to constantly refill their chosen spray perfume bottles, either at home with a refill bottle or at a Mugler Fountain in-store. The Mugler Fountain concept is inspired by the design of 18th-century perfume fountains and provides a sense of ritual and reverence.
By refilling an empty 90ml Alien spray bottle at a Mugler Fountain, customers can save 100% of the metal, 88% of the plastic, 56% of the cardboard waste, and 54% of the glass waste. Similarly, refilling the Angel star spray bottle saves 83% of plastic waste, 68% of cardboard waste, and 74% of glass waste.
The refillable bottles also offer customers the option to personalise their fragrance experience. Mugler's premier range of Eaux De Parfum can be purchased in refillable perfume spray bottles that can be refilled at Mugler Fountains worldwide. Customers can even have their refillable perfume bottles engraved with a message of their choice.
Thierry Mugler fragrances are known for their innovative and disruptive scents, as well as their commitment to sustainability through refillable bottles. The brand continues to launch new fragrances and grow its global presence, with a strong focus on the US market.
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Frequently asked questions
Clarins Group owns Thierry Mugler fragrances. Clarins acquired a 34% share in Thierry Mugler Couture in 1990 and increased its share to 83.5% by 1997.
Angel, which debuted in 1992, is one of the world's bestselling fragrances. It pioneered a new fragrance category—gourmand—and was the first "eco-designed" fragrance.
Thierry Mugler has 172 perfumes in its fragrance base. Other popular fragrances include Alien, Womanity, and A-Men.
Thierry Mugler fragrances are known for their disruptive and unique scents, bold and singular bottles, and strong communication campaigns. The brand has a bold and unconventional legacy and celebrates individuality and diversity.
