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(goutalparis.com) as well as in leading luxury perfumeries, leading department stores and e-stores in France.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

See our dashboard in action - schedule an demo
Jason Irving
Jason Irving
- SVP Enterprise Solutions -

We offer built-to-order beauty & personal care coverage for our clients. Contact us for a free consultation.

About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.