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Héroïne

@heroineexperience

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DESIGN & BRAND EXPERIENCE AGENCY
Partner for luxury brands
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#30IconsOfBeautyworld The beauty brands gaining ground today are responding to a consumer whose priorities are changing fast. From longevity-led skincare and niche fragrance to the growing global influence of Middle Eastern brands, Rémi Le Druillenec, CEO & Co-Founder of Héroïne, reflects on the shifts redefining where consumers are placing their attention and where the next opportunities are emerging. For brands, understanding those shifts isn’t simply about staying relevant. It’s about recognising where demand is moving early enough to act on it. And few places bring that change into focus like Dubai. International influences meet the creativity, ambition and momentum of the region here, creating a market where new ideas can gain traction quickly and regional brands can build global relevance. That same energy sits at the heart of Beautyworld Dubai bringing the brands, buyers and industry voices shaping what’s next into one global meeting point. As Beautyworld Dubai marks its 30th edition, Rémi’s perspective is a reminder that the next opportunity in beauty rarely waits for the rest of the market to catch up. See what’s changing. Understand what’s next. Be where beauty moves forward. 📅 6–8 October 2026 📍 Dubai World Trade Centre 🎟️ Get your ticket today via the link in bio #beautyworldDXB #BeautyworldDubai #30IconsOfBeautyworld #BeautyIndustry #BeautyBusiness #FragranceIndustry
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Next @amouageofficial flagship 🐟 🐟 🐟 🇸🇬
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Longevity is rapidly becoming one of the most powerful drivers of transformation in the luxury industry. Beyond exclusivity and craftsmanship, affluent consumers are increasingly seeking something even more valuable: time, vitality, and long-term well-being. From preventive health and personalized wellness programs to scientific innovation, longevity is reshaping the future of luxury. Institutions such as @cliniquelaprairie and SHA Wellness Clinic have helped position longevity as a new benchmark for premium experiences, where health, performance, and lifestyle converge. Read the full column by Rémi Le Druillenec (@heroineexperience) in Luxus Plus. LINK in bio #Longevity #Luxury #Wellness #LuxuryLifestyle #HealthTech
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Amouage opens “The Wadi” in Beverly Hills. The new flagship destination, inspired by the dramatic canyons (“wadis”) of Oman, brings a fragment of the Sultanate’s landscapes, light, and spirit to Los Angeles. Conceived by Amouage Chief Creative Officer Renaud Salmon in collaboration with Héroïne, “The Wadi” draws inspiration from one of the Sultanate’s most extraordinary natural phenomena: wadis. These dramatic canyons, sculpted over millennia by the patient work of water, have long served as places of passage, discovery and transformation. Reimagined in the heart of Los Angeles, they become the setting for a new kind of olfactory journey. The Wadi is located at 311 North Beverly Drive, Beverly Hills, California 90210, and is open Monday through Saturday from 11:00am to 7:00pm and Sunday from 12:00pm to 6:00pm. Photography by @theretailarchive Art direction by @muji70 #Amouage #TheWadi #BeverlyHills #HighPerfumery #Oman
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L’ouverture du premier flagship @amouageofficial sur la côte Ouest américaine illustre une nouvelle phase de développement pour la maison omanaise. Plus qu’une simple implantation retail, cette adresse de Beverly Hills matérialise la stratégie d’un acteur du parfum de niche qui cherche à transformer sa notoriété auprès des connaisseurs en présence physique durable sur le premier marché mondial de la beauté de prestige. En choisissant de traduire l’identité géographique et culturelle d’Oman dans un environnement immersif inspiré à la fois des wadis du Sultanat et des paysages californiens, Amouage poursuit une ambition devenue centrale dans le luxe contemporain : faire du point de vente un média expérientiel autant qu’un lieu de transaction. Dans un marché américain qui représente déjà 11 % de ses ventes mondiales, la marque renforce ainsi son statut d’ambassadeur du luxe moyen-oriental à l’international. Éditorial M&Magazine
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311 North Beverly Drive, 90210 🌴 Enter into the light, Like a mad insect. June 2026 Photography: @elenazcloud & me
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A nova boutique da Amouage, Soho New York. #nyc #amouage #perfume #fragrance
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At Miss Tweed's upcoming Oman Luxury Summit, on Nov. 27 Bernd Beetz, Sylvie Freund-Pickavance and Rémi Le Druillenec will share their analysis of what’s happening in the retail world today and why focusing on innovative and audacious customer experiences is the way forward. Bernd Beetz is Executive Chairman of the German department store chain GALERIA (150 stores in Germany), chairman of the Berlin-based eyewear manufacturer MYKITA (in which LVMH has a stake) and co-founder of Scent Beauty, Inc., a New York-based perfumer. He also holds a minority stake in Miss Tweed. Previously, Bernd was CEO of Coty from 2001 to 2012. He has served as President and CEO of Parfums Christian Dior France and held various management positions during his 20-year career at Procter & Gamble. Sylvie Freund-Pickavance is Global Strategy and Business Development Director at Value Retail for The Bicester Collection portfolio of 12 luxury shopping destinations in Europe, China and the U.S. Previously, she was CEO of lingerie brand Princesse Tam-Tam. She spent 13 years with Cartier in Asia and North America, running their retail and marketing divisions. She was Chief Commercial Officer and Chief Merchandising Officer at De Beers Jewellers. In addition to mentoring young designers, Sylvie serves on several boards and she is a Foreign Trade Advisor to the French Government. Rémi Le Druillenec is an expert in brand experience and luxury retail with more than15 years of experience. In 2020, he co-founded the Parisian agency Héroïne, which works with brands such as Cartier, CHANEL, Bottega Veneta, Fred, Moët & Chandon and Amouage. Through its proprietary R.O.X.™ (Return On eXperience) methodology, Héroïne transforms customer experience into a lever for growth, loyalty and desirability, both in France and the Middle East. #linkinbio @astrid_wendlandt @sylviepick @thebicestercollection @remiledruillenec @mykitaofficial @heroineexperience
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The true story behind the new @amouageofficial Solitaire boutique is a story about love. Climbing trees. Hugging trees. Touching trees. Building tree houses. An endless love story between humans and trees.
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@amouageofficial have recently opened a ‘petite boutique’ in the @salondeparfums in @harrods . Designed by artist @dimitry_hlinka and the architectural team at @heroineexperience - under the creative direction of @renaudsalmon , the space is a glimpse into the Omani spirit of hospitality. A stunning tent-like structure that cocoons and welcomes vistors inside. Upon arrival we were offered a cup of Omani coffee and a box of dates before being told more about the brand’s vision for ‘The Tent.’ It houses an edit of Amouage’s best selling products, including The Essences (and the Harrods exclusive ‘Reception.’) It is also the only place in the world to view and purchase the ‘Royal Drop’ flacons. These one-of-a-kind pieces designed by Dimitry Hlinka hold 1 litre of fragrance (with a seperate, refillable 100ml bottle for easy transportation!) in a vessel made of hand-blown glass with a bronze cap plated with 24 carat gold. The project honours the past and traditions of Oman, but also looks to the future with an innovative table that uses radio frequency ID technology. It is an interactive way of narrowing down fragrance preferences based on a series of tactile pieces that have words relating to fragrance families, notes and intensities. Guests can place any of these semi-tranparent resin objects on a certain part of the table and they will see their selection correspond to fragrances in the main display that light up based on the choices made. It’s intuitive, easy to follow and a charming combination of smart tech and child-like ‘sandbox’ play. A great reminder that perfume is about joy, discovery and exciting all the senses. Thanks to Amouage and to @kga_beauty_pr for the invitation to experience ‘The Tent’ at Harrods. It’s open now in the ‘Salon de Parfums’ on the 6th floor. (PR invitation) #fragrance #sotd #scent #perfumeblog #fragranceblog #maninthemirrorpod #yousmellgreatwhatisit #amouage #salondeparfum #harrods
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Amouage’s SoHo flagship transforms a historic building into a radiant fusion of heritage and modern design. With crimson woodwork, dune-inspired displays, and golden light, the boutique evokes both Oman’s desert landscapes and SoHo’s red-brick charm—creating a multisensory space where architecture, fragrance, and artistry seamlessly meet. @amouageofficial @heroineexperience
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I first discovered @amouageofficial in Oman in October 2023, during a press trip with the @theforeignpressassociation — and I’ve been obsessed ever since. Stepping inside their factory in Muscat, surrounded by the scent of frankincense and rose, I understood what “haute parfumerie” truly means. Every bottle felt like a story — crafted, not manufactured. Now that same spirit has arrived in London. The new Amouage boutique on the 6th floor of @harrods, inside the Salon de Parfums, brings a piece of Oman’s perfume heritage to Knightsbridge. It’s intimate, immersive, and beautifully designed — a quiet escape for anyone who loves scent and craftsmanship. 📍 Salon de Parfums, 6th Floor, Harrods 💠 From Muscat to Knightsbridge — where East meets West through scent. #Amouage #Harrods #SalonDeParfums #LuxuryPerfume #Oman #LondonLuxury #PerfumeLovers #AmouageHarrods #FragranceDiscovery #HauteParfumerie #london #londres #omani #muscat #arabianperfume #lo_november2025 #omantourism #parfum #perfume #amouageperfumes #niche #nicheperfume #scent #frankincense #luxury #londonevents #fy
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