Focus on Craftsmanship
Le Labo is a perfume brand based in New York City. As far as brands go, they have definitely gone the extra mile to define who they are on what they stand for. Their brand manifesto (pictured here) is displayed on their website outlining their 14 core beliefs. While it would be fun to talk about #5 - It is more humane to test cosmetics on New Yorkers than on animals (something I agree with wholeheartedly), I’ve focused on #7 - The future of luxury lies in craftsmanship. I first visited their store in Williamsburg, NY and upon entering, I felt that I had walked into a modern day apothecary. I say modern to differentiate this experience from my days working in the historic district in Colonial Williamsburg. I was greeted right away by a lab technician who was standing behind his beekers and small bottles, ready to blend my chosen scent while I waited. See photos - bottles with names and numbers on them lined the walls. After much sampling, I selected the BERGAMOTE 22 with a clean, citrus scent. I was then asked if I would like to personalize the name of my perfume while I waited. My daughter, who was along for the shopping experience, quickly suggested the name ‘Stay Beautiful’. I suppose there is nothing wrong with a bit of aspiration in perfume selection. After 15 minutes or so, I was presented with a lovely box which housed my new scent with the reminder that I shouldn’t open for 72 hours while something magical was to happen. What a great experience this was! I also took a few photos of the ads painted on walls around Williamsburg. The detail is amazing and so perfect in terms of melding a brand into a community. I found that the beliefs described in their manifesto were definitely conveyed through the shopping experience.