International leader in the guest amenity industry, Groupe GM launched a luxurious fragranced amenity line in partnership with Editions de Parfums Frédéric Malle, an iconic French perfume expert.

Born into a family of industrialists, artists and perfumers, his grandfather, Serge Heftler-Louiche, founded Parfums Christian Dior before passing on its art direction to Frédéric’s mother. Malle himself now represents the third generation of perfume specialists in his family and has become a world authority on perfume making.

Like a book publisher with his writers, he guides perfumers individually through their creative process and helps them transcend themselves. Together, they create works of art that represent the best of each olfactive category. Experts consider these extraordinary perfumes to be the great classics of tomorrow. Such is the case with ‘Eau de Magnolia’ created by America’s greatest living perfumer Carlos Benaïm and leveraged for this hotel line as the ultimate olfactive experience.

Unlike other white flowers that exude carnal opulence, magnolia’s scent is citrus-fresh. Its magnified citric balance of bergamot, lemon and grapefruit is carried by a woody undercurrent that tunnels towards darker notes of oak moss and patchouli. An olfactory representation of sunshine and its shadow.

This first range features four generous 40ml products including shampoo, conditioner, body wash and body lotion as well as perfumed soaps in pleat wrap, available in 30g and 50g.  The collection bears the brand’s signature red and is presented on a modern signed wooden tray.

The Editions de Parfums Frédéric Malle hotel line will be available worldwide courtesy of Groupe GM’s global network of distributors. Commenting, Laurent Marchand, Groupe GM’s President said, “We are delighted to add Editions de Parfums Frédéric Malle to our ever-expanding luxurious amenities portfolio. Similar to the Frédéric Malle vision, we at Groupe GM, are constantly striving for creativity, quality and innovation. This line deeply reflects our core values and will enable hotels worldwide to pamper their guests with expertly fragranced amenities.”