Amorepacific announces refreshed identity for Goutal fragrance brand with new products, bottle design and visual identity; new products now available in brand's boutique and website, leading department stores and e-stores in France

Sample article from our Beauty & Personal Care

September 19, 2022 (press release) –

French Maison de Haute Parfumerie, Goutal, today reveals a reaffirmed and revitalized identity. This change represents a return to the essentials, and a way for the Maison to use its history and DNA for the future.

The new departure is designed to showcase the 40-year history of Goutal's bottle design and Goutal’s unique visual identity which has been adored by fans worldwide for years. The shape of the bottle and the cap have been twisted to bring a touch of modernity while keeping their unique and vintage character. The bottles and cases have been thought out down to the smallest detail. All bottles of the brand are entirely manufactured in France, and all labels are delicately applied one by one by hand just as it was on the first day of Goutal brand. The logo and packaging were also refreshed.

This new identity is meant to draw a linkage between fragrance, life, and reminiscences, taking customers on a journey down the memory lane. Scents that accompanied them when a special gift was opened, or that remind one of treasured trips, or simply that give comfort and warmth. Behind each Goutal fragrance, there is a personal and universal story. The brand accompanies its customers to the stories so that each one finds the perfume which corresponds to its history and its moment of life.

In its forty years of existence, Maison Goutal has developed an exceptional savoir-faire: the art of creating rare olfactory compositions that tell a story. Composed of the rarest and most noble essences, each perfume awakens the imagination and invokes an emotion.

“We wanted to reaffirm our unique positioning on this niche market while reconnecting with our values, DNA, and story in a more contemporary style." said Kay Lee, General Manager of Goutal. "We expect that this change will fulfill the needs of our loyal customers and let us have more potential for growth.”

The new products are now available in Goutal’s boutique and brand website( as well as in leading luxury perfumeries, leading department stores and e-stores in France.

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Dan Rivard
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