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Become a Vogue Business Member to receive unlimited access to Member-only reporting and insights, our Beauty and TikTok Trend Trackers, Member-only newsletters and exclusive event invitations. Introducing a scent that recalls a 120-year-old archival blend might seem like a risk in today’s fast-moving fragrance landscape — one where brands are increasingly relying on forward-looking AI formulations, TikTok-driven trends and ever-accelerating product cycles to get ahead. Yet, beauty conglomerate Coty is making a calculated bet that its deep perfume heritage can offer a point of difference in a saturated and increasingly commoditised market. On Monday, the company unveils Ambre Antique, a recreation of the scent first introduced by Coty in 1905. The fragrance is the latest addition to Infiniment Coty Paris, the prestige fragrance line launched in 2024 under Coty CEO Sue Nabi and creative partner Nicolas Vu.Funny Kermit The Frog Life Is Like Toilet Paper Youre Either On A Roll Or Youre Taking Shit Shirt
With this release, Coty is not only tapping into current scent trends (including vanilla, amber and other gourmand accords), but also, more significantly, into the growing consumer appetite for sentimentality and vintage fragrances. “Each fragrance has a story,” says Marie Ousmane-Merlin, global VP of marketing at Coty. “And if you circle back to antique or vintage fragrances, that emotional connection is even stronger. It reminds consumers of their mothers, grandmothers, and so there is this comfort and authenticity that people are searching for in scent today.” Younger consumers are pushing back against the “polished sameness” of mass-market launches and dupe culture, says Nabi. Vintage fragrances and archival blends evoke personal memories, uniqueness and nostalgia — repelling the modern, saturated market.
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