The move into perfumes reflects Libas’ aim to deepen its participation in high-frequency, high-engagement lifestyle categories that extend beyond apparel
Libas, an ultrafast fashion brand, has forayed into the fragrance segment with the introduction of its first perfume range, Chase and Fling. This strategic expansion marks a significant step in Libas’ evolution from a fashion brand to a broader lifestyle companion for the modern Indian woman.
Inspired by the lover archetype, the fragrances, Chase and Fling, celebrate two shades of womanhood. Chase embodies soft-girl, romantic energy. A delicate floral fragrance, it opens with notes of mandarin, peony, caramel and vanilla, as per the official statement. Fling channels an unbothered, free-spirited attitude.
“Foraying into the fragrance category is a natural next step in Libas’ evolution from a fashion brand to a lifestyle companion for the modern Indian woman. This launch is the first step in building a scalable, lifestyle-led portfolio that goes beyond apparel. With the perfume line, we want to create a confident, feminine aesthetic,” stated Sidhant Keshwani, Founder and Chief Executive Officer (CEO), Libas.
The move into perfumes reflects Libas’ aim to deepen its participation in high-frequency, high-engagement lifestyle categories that extend beyond apparel. Fragrance, as a category, offers the brand an opportunity to build stronger daily relevance, expand consumer touchpoints, it said in an official statement.
Priced at Rs 999, the perfume range has been positioned to appeal to a wide base of consumers seeking premium-feeling products without the barrier of luxury pricing. The perfumes are available across the brand’s retail stores, app and the website. The unveiling is supported by the Not Your Valentine campaign, which serves as a supporting brand cue helping introduce the category to consumers.
