“I am a brand lover. A beauty lover. A fragrance lover. And a storyteller.” That is how Sylvain Eyraud defines himself with very Mediterranean warmth and enthusiasm. Communicating the world of perfumery, of houses, know-hows, and the stories of the men and women who carry them, is his passion.
Hired by Takasago in Paris in 2017, Sylvain has a 360° vision of the world of perfumery. He has driven change both within brands and within a composition house. A challenge he met with success at Puig as France Marketing and Communication Director from 2013 to 2017. In this position, he brought together, for the first time, operational marketing, media and digital, press relations and retail. He developed the premium operational strategy with Prada, Valentino and Comme des Garçons, as well as integrating Jean-Paul Gaultier within the portfolio and successfully launching Invictus by Paco Rabanne.
From 2008 to 2013, at L’Oréal, as a Global Fragrance Axis Director for Giorgio Armani Parfums, he developed the Italian house’s strongest feminine offering, the blockbuster Sí Eau de Parfum fronted by Cate Blanchett. He completely redefined the niche offer and global strategy of Armani/Privé, pushed further the worldwide masculine pillars of the brand, Acqua di Gio and Armani Code, and revived the house’s heritage through the mythical Eau pour Homme embodied by Mr. Armani himself.
“Today at Takasago, I see my mission as transforming from the inside a challenger with a leading position in Asia, identifying its strong suits, its key differentiators, to make them bloom and make them known”, he says.
Part of the challenge consists in bridging the gap between the world of brands and the world of perfumery. Between designers or creators and perfumers. In getting them to speak the same language.
To Takasago, Sylvain believes he has brought a connection between the raw, natural world and its sustainable ingredients and the world of perfumers. But also a vision for the future of fragrance and beauty, nourished by the house’s partnership with major trend agencies and external consultants. For him, one cannot go without the other. His motto? “Hands in the earth, eyes to the stars.”