Ulric de Varens is a French company specializing in the design and manufacture of perfumes, founded in 1981 by Ulric Viellard. Headquartered in Paris, the company is renowned for its revolutionary vision of “affordable luxury,” aiming to democratize the world of fine fragrance by offering high-quality products at accessible prices.
Core Philosophy and Strategy
The company’s primary mission is to make luxury accessible to everyone. This is achieved through several strategic pillars:
Minimalist Marketing:
Unlike major “big name” brands, Ulric de Varens avoids excessive spending on advertising and celebrity endorsements. These savings are passed directly to the customer, keeping retail prices low (typically between $15 and $40).
Collaboration with “Noses”:
The brand works with some of the industry’s most famous master perfumers and designers to ensure high-quality olfactory compositions.
Ethical Practices:
Since its inception, the brand has been a pioneer in vegan perfumery, offering a wide range of fragrances free from animal-derived ingredients.
Product Portfolio
Ulric de Varens produces a diverse range of products for men, women, and unisex markets.
Fragrances:
Key brands and collections include Varensia, UDV For Men, Mini Love, Gold-Issime, Varens Essentiel, and Cotton Musk.
Body and Lifestyle:
Beyond perfumes, the company offers deodorants, moisturized perfumed waters, body care items, makeup, perfumed candles, air fresheners, and even jewelry.
Specialized Lines:
Collections such as Eau de Varens are formulated to hydrate the skin while providing a scent trail.
Market Presence and Distribution
The company has a significant global footprint, with products distributed in over 90 to 100 countries.
Key Markets:
It is one of the best-selling brands in France and Germany.
Retail Strategy:
In France, products are primarily sold through mass-market retailers such as grocery stores, with select boutiques in large cities. In Germany, distribution is focused on drugstores. Globally, the brand is available through select department stores and perfumeries.
Global Subsidiaries:
It operates through various international subsidiaries, including branches in Italy, Greece, Mexico, and Singapore.
Brand Identity and Target Audience
The brand primarily targets a demographic of ages 20 to 35, emphasizing a “fun” and original aesthetic. Its packaging is often noted for being innovative, modern, and minimalist. For its 40th anniversary, it was recognized as a premier “Made In France” brand that successfully balances quality with low prices.