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Luxury brands are addicted to macarons

Date: 11.16.2009

Couture and fragrance houses can’t resist the creativity of Parisian pastry makers. And particularly one of their best-selling items: macarons (small filled meringues). Shoe-designer Christian Louboutin recently brought out a signature collection of macarons with the celebrated pastry-shop Ladurée… And Ladurée has just announced a new limited-edition line in conjunction with the luxury brand Marni. This fall, pastry chef Pierre Hermé, who worked with Guerlain for the launch of the perfume Spiritueuse Double Vanille in 2007 (transcribing the vanilla-rum oriental scent into a taste experience), came up with a creation to accompany Helena Rubinstein’s make-up collection. A caramel-and-lavender macaron in golden and purple hues – like the house’s make-up line. These collaborations are often produced in ultra-limited series and are tasted only by the happy few, yet they do have the advantage of creating a buzz in a creative and unusual way. They inspire gourmet cravings in consumers, while allowing luxury brands to communicate about values and worlds that their own products might not necessarily provide access to.

- Nicolas Olczyk

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