“Just by the nature of the product, people will be skeptical, so we want to provide the best quality perfume, even if it goes above and beyond the original.” Only some very experienced noses will know the difference, and that’s what we aspire to do,” he says. “Is it absolutely perfect? No, but it’s close enough that 99% of consumers will not know the difference. Tache explains it takes a lot of trial and error for Dossier to land on a scent that smells similar to another. Duplicating a beauty product is never as easy as scanning a label and simply mixing up the ingredients on it-and duplicating a fragrance is especially tough because fragrance companies can keep ingredients confidential under U.S. We really think perfume should be about the scent.”Ĭounterfeits attempting to copy a product exactly aren’t legal, but product duplicates or dupes with divergent branding are. We don’t want to pay for Johnny Depp and fancy packaging. “People intuitively know perfume margins are high, but I don’t think they know to what extent,” he says, adding, “It’s very cheap to manufacture perfume, but the traditional perfume industry has all sorts of middlemen and marketing to pay for. Per fragrance bottle, Tache divulges fragrance juice costs brands around $2, leaving plenty of room for upside at Dossier’s mass-market prices. That doesn’t mean it’s not making a decent margin. It’s hard to try several perfumes if each perfume costs $250.”ĭossier can price its fragrances at hundreds of dollars less than the fragrances they’re inspired by because it doesn’t have lavish packaging and expensive celebrity spokespeople. “People really want to try new perfumes and cool niche brands, but the price is prohibitive. “When we launched our first perfume inspired by Tom Ford, it was a huge hit,” says Tache, who previously founded haircare company Irresistible Me and skincare company Charlotte Lacroix. Today, it has 85 fragrances, and among the most popular are Baccarat Rouge 540-esque Ambery Saffron and Flowerbomb-esque Gourmand White Flowers. He quickly realized the brand’s customers gravitated to edgy and often niche fragrances. “We like to say that we are the company for the 99%, not just the 1%.”ĭossier started in 2018 with 20 reproductions of fragrances Tache spotted on a list of fragrance bestsellers in the United States. We embrace that,” says Sergio Tache, founder and CEO of Dossier. We pride ourselves in selling products to everybody across the states. “Something we take pride in is that we have not been the traditional DTC brand whose clients are in San Francisco, New York or LA. Its six fragrances set to enter Walmart are Ambery Saffron, Ambery Vanilla, Gourmand White Flowers, Woody Sandalwood, Fruity Almond and Woody Sage or facsimiles, respectively, of Baccarat Rouge 540, Black Opium, Flowerbomb, Le Labo Santal 33, Carolina Herrera Good Girl and Jo Malone Wood Sage & Sea Salt. Well, not exactly, but replicas of them are.ĭossier, the digitally native creator of $29 to $49 fragrances inspired by leading luxury fragrances with price tags that climb to several hundreds of dollars, is rolling out to 1,400 Walmart stores in September after debuting at the retailer online in November last year. Maison Francis Kurkdjian’s Baccarat Rouge 540, Yves Saint Laurent’s Black Opium and Viktor&Rolf’s Flowerbomb are coming to Walmart.
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