{"id":29640,"date":"2026-05-20T05:57:30","date_gmt":"2026-05-20T05:57:30","guid":{"rendered":"https:\/\/hunthow.com\/?p=29640"},"modified":"2026-05-20T05:57:30","modified_gmt":"2026-05-20T05:57:30","slug":"smells-like-gen-z-diesel-launches-womens-fragrance","status":"publish","type":"post","link":"https:\/\/hunthow.com\/?p=29640","title":{"rendered":"Smells Like Gen Z: Diesel Launches Women\u2019s Fragrance"},"content":{"rendered":"


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Diesel\u2019s creative director, Glenn Martens, is obsessed with objects. His FW26 show<\/a> featured 50,000 pieces of memorabilia from the brand\u2019s shows, parties, window displays, events, and offices. And his show invites are often crafted using Murano glass from the brand\u2019s native Veneto region, fashioned into butt plugs or bananas. Now, the brand is adding another special object to the mix \u2014 a fragrance bottle designed to look like a pierced-open orchid for its new women\u2019s scent, Only Desire, launching this month globally online and in Diesel stores.<\/p>\n

\u201cDiesel is a $1 billion \u2014 more or less \u2014 business in fashion. This means that the potential for fragrance is high and we want to capture it,\u201d Sandrine Groslier, global president of luxe fragrances brands at L\u2019Or\u00e9al Group, tells Vogue Business<\/em> exclusively. \u201cWe hope that this fragrance will have a broad appeal and it will speak to many women.\u201d<\/p>\n

At L\u2019Or\u00e9al Group, fragrance continues to boom. In its Q1 fiscal 2026 results<\/a>, the company\u2019s Luxe arm, made up of luxury skincare, makeup, and fragrance brands, posted 5.6% growth on a like-for-like basis. The group noted that \u201cfragrances remained the standout growth engine.\u201d<\/p>\n

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Dove Cameron for Diesel\u2019s Only Desire fragrance. Photo: Courtesy of Diesel<\/p>\n

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And there\u2019s still growth potential. According to Euromonitor, the fragrance category is on track to grow 8.1% to $94 billion by 2027 despite fatigue or oversaturation.<\/p>\n

It has been 15 years since Diesel launched a mass women\u2019s fragrance with Loverdose in 2011, which went on to have three different iterations without sustaining its buzz thereafter. But with a helping hand from its licensee, L\u2019Or\u00e9al Group, the brand wants to tap the potential of the growing category. The brand\u2019s former women\u2019s fragrances, such as Loverdose, D, and Fuel For Life, are still stocked on Diesel\u2019s website, but across the wider business, they have lost momentum.<\/p>\n

Since 1978, when Rosso founded Diesel, the brand ethos has been to appeal to a broader consumer with an accessible price point. In the \u201990s and 2000s, the brand entered the premium market with its denim offering, but by the 2010s, Diesel had lost its luster, and women\u2019s fragrances were waning.<\/p>\n

Since Martens took the reins at Diesel in 2020, the focus has been on what he calls \u201calternative luxury\u201d, with a strong premium positioning in the market and price points that don\u2019t exceed \u00a33,000. Only Desire will be priced at \u20ac75 for a 30ml bottle \u2014 strategically set to broaden appeal as the brand reinvigorates its fragrance business. \u201cWhat we see today is that fragrances below \u20ac100 are really the ones growing the fastest,\u201d says Groslier.<\/p>\n<\/div>\n


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Diesel\u2019s creative director, Glenn Martens, is obsessed with objects. His FW26 show featured 50,000 pieces of memorabilia from the brand\u2019s shows, parties, window displays, events, and offices. And his show invites are often crafted using Murano glass from the brand\u2019s…<\/p>\n","protected":false},"author":1,"featured_media":29641,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[125],"tags":[],"class_list":["post-29640","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion"],"_links":{"self":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts\/29640","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=29640"}],"version-history":[{"count":0,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts\/29640\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/media\/29641"}],"wp:attachment":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=29640"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=29640"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=29640"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}