Wednesday, August 25, 2010

Carven Bought Out

The historic brand of Carven (founded by Madame Carmen de Tommaso in 1945 with an atelier on the Champs-Élysées) has been snatched by the group Jacques Bogart (owning Naf Naf, Chevignon, Ted Lapidus, the French cosmeceuticals Jeanne Piaubert, Lee Copper etc), after being abandonded by the group Béranger. The new owners are intent on relaunching the brand, with an emphasis on reintroducing their perfumes and cosmetics, repositioning Carven on the market map and taking advantage of new imagery. New products will be launched as well, in both cosmetics and perfumery, first in France and then internationally.

In short, you know what that means, right? Reformulations, possibly discontinuations, revamped packaging etc etc. So if there is anything Carven you like in its current version, from the classic Vetiver ,which introduced the green schema to all vetiver fragrances, to the multiple times changed already Ma Griffe, this is the time to stock up!

photo of Madame Carven at work courtesy of the New York Times


  1. Eleonore17:46

    Oh, thanks for the information, though living in France, I have not heard it mentionned: I'll follow your advice and stock up on Vetyver and maybe Ma Griffe (I need to smell it again as it has changed so many times since I started buying it!)

  2. Maybe they'll restore Ma Griffe to something like its former glory. (Hope springs eternal.)

  3. Eleonore,

    it's info which is reserved for professional journalists, therefore I'm sure it will hit the news soon enough.
    Try to stock up only if you truly love the things you find on the market now though; if you don't end up using them, it's rather pointless. (for instance I find the current Vetiver attenuated).

    Merci de ta commentaire! :-)

  4. M,

    I am crossing every possible finger and toe, mine as well as family's, that from your mouth to the ear Jacques Bogart!! :D


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