ÉLANE was developed for the L’Oréal Brandstorm 2026 competition, which challenged us to create a new fragrance line for the Luxe division. We introduced the SIGNÉ line to connect with Gen-Z on a more personal level, reimagining perfume as a more meaningful and transformative experience for the everyday user.
For Gen Z, fragrance isn’t just the final step in a routine…it’s a form of self-expression. A scent reflects moods, memories, and identity in the moment. But most perfumes are built around a single, fixed story. For a generation constantly evolving, that feels limiting.
We reimagined fragrance as something more dynamic—where every scent carries a story. By partnering with small, women-led businesses around the world, each fragrance captures not just a place, but the people, culture, and craftsmanship behind it.
Carry the Cities You Love
ÉLANE is a fragrance concept within L’Oréal Luxe that captures the spirit of the cities that shape us. At its core is Signé, a line inspired by iconic destinations around the world.
Each scent reflects the energy and memories of a place, offered in both a classic spray and a portable solid perfume designed to move with you.
Infused with Niacinamide and Hyaluronic Acid, ÉLANE blends fragrance with gentle skincare, while elegant bag charms turn scent into something personal, collectible, and always within reach.
What makes ÉLANE innovative?
Scent is one of the strongest triggers of memory, often bringing back places more vividly than sight or sound. ÉLANE taps into this by turning fragrance into a connection to cities. Each SIGNÉ scent captures a destination through a hero ingredient, allowing you to carry and revisit the feeling of that place.
This idea comes to life through our tagline, “Tu me manques”, meaning “I miss you,” or more deeply, “you are missing from me,” capturing how places stay with us long after we leave them.
Hero Ingredients & Olfactive Profiles
Paris — Iris: Elegance and Restraint
Fragrance family: Floral–Woody–Musky
Notes: Bergamot, Pink Pepper, Iris Butter, Rose Water, Blonde Woods, Ambrette Seed, Clean Skin Musk
New York City — Lavender: Modern confidence
Fragrance family: Aromatic–Amber
Notes: Black Pepper, Metallic Aldehydes, Lavender Absolute, Clary Sage, Amberwood, Tonka Bean, Smoky Vanilla
Rio de Janeiro — Sweet Orange: Solar energy
Fragrance family: Fruity–Floral–Woody
Notes: Blood Orange, Pink Guava, Ylang-Ylang, Frangipani, Creamy Sandalwood, Soft Amber, Coconut Husk Accord
Tokyo — Yuzu: Quiet clarity
Fragrance family: Citrus–Tea–Musky
Notes: Yuzu Peel, Shiso Leaf, Green Tea, White Florals, Rice Steam Accord, Soft Woods, Skin Musk
London — Oat: Warm comfort
Fragrance family: Gourmand–Woody
Notes: Bergamot, Warm Milk Accord, Oat, Soft Caramel, Nutmeg, Vetiver, Tonka Bean, Smooth Woods
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How is our solution sustainable and inclusive?
Sustainability is central to how our fragrances are created. Each hero ingredient is ethically sourced from its city, supporting small businesses, sustainable harvesting, and transparent supply chains. We partner with producers and women-led cooperatives that uphold fair labor practices and protect traditional methods.
For example, the lavender in our New York fragrance is sourced from Hudson Valley farms that prioritize organic cultivation, biodiversity, and fair working conditions.
Where Value Meets Growth
ÉLANE is positioned within the accessible luxury segment of L’Oréal Luxe. Spray perfumes will retail starting at $95, with premium editions such as Paris priced at $120, reflecting the craftsmanship of ingredients like iris butter. The solid perfume will retail between $45 and $55, while collectible bag charms will range from $25 to $35, offering an accessible entry point while encouraging customers to build their fragrance collection. Success will be measured through key performance indicators including product sales, repeat purchases, charm attachment rates with solid perfumes, engagement with the fragrance passport and sample redemption program, and social media engagement generated through city launches and PR events as the SIGNÉ line expands globally.
Expanding the world of Signé
ÉLANE is built as a city-based fragrance concept, allowing SIGNÉ to expand seamlessly into new destinations while keeping a consistent structure. Beyond its initial launch, the line can grow to cities like Jaipur, Zurich, and Marrakesh, introduced through immersive PR events with collectible bag charms and destination-inspired postcards that spark storytelling and travel nostalgia.
To deepen engagement, each customer receives a fragrance passport to collect stamps for every city they discover, unlocking samples and exclusive experiences along the way.
As it grows, ÉLANE also supports women’s empowerment through initiatives focused on education, travel safety, and access, ensuring that each fragrance not only captures a place, but gives back to the communities behind it.
