La Proue quietly stole a piece of the spotlight this week, using an Emmy suite activation in Hollywood to introduce itself as a new luxury fragrance house before a wider American audience ever heard its name.
But the week's fragrance conversation still belonged largely to the establishment. Dior kept its position at the center of September's roundups, weaving new scent references and beauty launches into nearly every major coverage cycle. Guerlain turned heads by reviving L'Heure Bleue on September 2, a relaunch that continues to fuel discussion among fragrance writers weeks later. Valentino answered with the return of Vendetta, positioned by outlets as one of the season's most significant prestige launches. Dolce&Gabbana secured a spot in the week's luxury-perfume roundups and broader beauty trade coverage, while Maison Margiela kept its REPLICA Fantasies line circulating through scent-focused features.
Together, the lineup shows a category split between heritage houses defending their turf with anniversary and revival launches and a new challenger trying to buy its way into the conversation through high-visibility placement. Dior's breadth of coverage keeps it ahead, but Guerlain and Valentino prove that a single well-timed reissue can rival a full campaign.
| # | Name | Score | 24h | |
|---|---|---|---|---|
| 1 | C | Chanel | 94.9 | +0% |
| 2 | D | DIOR | 92.1 | +0% |
| 3 | P | Prada | 89.8 | +0% |
| 4 | G | Guerlain | 87.5 | +0% |
| 5 | G | Gucci | 85.9 | +0% |
| 6 | C | Chloé | 80.7 | +0% |
| 7 | D | Dolce&Gabbana | 78.4 | +0% |
| 8 | M | Maison Margiela | 75.9 | +0% |
| 9 | L | La Proue | 73.1 | +0% |