Mugler’s 50th: Alien Hypersense, China Expansion

Mugler’s 50th: Alien Hypersense, China Expansion

THE WHAT?  Mugler is entering the Chinese market with a new retail concept that blends fragrance and fashion and is launching Alien Hypersense, a fragrance led by model Anok Yai.

THE DETAILS  The brand, known for its Alien fragrance line since 2005, aims to expand its global presence and tap into new markets. The new fragrance, created by perfumer Dominique Ropion, retains the iconic purple bottle but introduces a new scent note.

THE WHY? Mugler’s expansion includes opening a concept store in Shanghai’s Réel department store, where it will reintroduce six perfumes from its Les Exceptions collection. The brand’s strategy focuses on leveraging fashion to enhance fragrance appeal in competitive markets like China.

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