Byredo's Vanille Antique: Idiosyncratic Candy to Beef Up Their Valuation

Seeing the news of Byredo's sale to L'Oréal, their new Vanille Antique made so much more sense. Even though I highly rated their other five novelties across 2021 and 2022 (Mixed Emotions, Open Sky, Young Rose, Mumbai Noise, De Los Santos) in terms of creative currency, I was surprised that their output significantly outpaced their market competitors. Every time I went to the mall, it appeared the ...