The Parisian haute perfumery brand, which encourages customers to blend their own signature scents, has opened a new flagship store in Ho Chi Minh City, Vietnam.
Maison 21G, which already enjoys a strong presence in Singapore, is now exploring the potential of the personalised perfumery brand across the Southeast Asia region. Vietnam has been one of the key markets for the brand since it was launched.
The new store brings the brand’s signature experience, with personalisation and brand interaction at the heart of the concept. Customers are encouraged to engage in a hands-on perfume-making experience, with scent personalisation enabled in-store and at their signature perfume ateliers.
“It has been especially interesting to see how the Vietnamese scent profiles differ from our Singaporean and Thai audiences. While perfume fans in Singapore love the Mimosa, Sage and Ocean scents from our collection, and the Thai bestsellers are Vanilla, Raspberry and Oud, the Vietnamese are rushing for Incense, Rhubarb, Cedar and Sandwalwood scents, clearly showcasing a national preference for woody, bright, and sensual perfumes.”
