Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.

Le Labo was established in 2006 by French co-founders Eddie Roschi and Fabrice Penot in Nolita, New York City. As much as the name suggests, Le Labo, which means “the laboratory” in French, is a cult perfume brand that takes its inspiration from the various goings-on of a perfumer’s lab. They pay special attention to the experience surrounding their perfumes, hand-blending and bottling each perfume in- store, labeling each with a created date and location, and allowing the customers to inscribe names or personal messages on the labels. Le Labo’s fragrances have staked out a unique presence in the industry, with charmingly distinct scents like Santal 33 and Rose 31 testifying to the brand’s deep appreciation of base ingredients.

CONTENT

INTRO

EDITOR’S LETTER

TRAYS
A glimpse at Le Labo users product picks on Instagram

OPINION
Eddie Roschi, co-founder of Le Labo

GRASSE
The city that inspired the brand

INTENTION
Sharp senses and heartfelt narratives connoted in Le Labo products

IMPRESSION
Characteristics of each fragrance via product names—base ingredient and number of notes

EXPERIENCES
The in-store experience of hand-blending and personal labeling

CONNECTED
People who share a personal connection and history with Le Labo

SPOTTED
Attractive establishments where Le Labo can be found

COLLABORATED
Collaborations with partners in various fields

OPINION
Fabrice Penot, co-founder of Le Labo

LABS
Le Labo’s workshop aesthetics reveal its identity and philosophy

SOULS
The people who directly communicate brand philosophy and beliefs to customers

IMPERFECTION
BRAND STORY
The birth and growth of Le Labo into an exclusive presence among niche perfume brands

FRAGRANCE REPORT
Stories behind perfumery and perfumers

OVERHEARD
Quotes from customers overheard in the store

TO WILLIAMSBURG, NEW YORK
Le Labo Café and headquarters in Williamsburg, New York

INTERVIEW
Deborah Royer, Global General Manager and Chief Creative Officer

FAVORITES
Le Labo employees’ interests shape brand culture

FIGURE
Le Labo’s business strategy in numbers

REFERENCES
OUTRO