LVMH has appointed Yann Musquin as general manager of its fragrance division, moving him from his role at Givenchy to oversee the group’s perfume portfolio across houses including Dior, Givenchy, Kenzo, and Loewe. The appointment, effective immediately, replaces longtime division head Romain Spitzer.
The fragrance division has become an outsized profit center within LVMH’s selective retailing segment, with margins that outperform ready-to-wear and leather goods in normalized market conditions. The appointment signals continuity of strategy — Musquin is an internal candidate who knows the group’s house structures — rather than a pivot toward experimentation.
Musquin’s immediate priorities include the integration of AI-driven demand forecasting across the division’s supply chain and the expansion of direct-to-consumer fragrance channels, which currently account for a smaller share of revenue at LVMH than at competitors like Chanel and Puig.
Musquin’s tenure at Givenchy was marked by a repositioning of the house’s fragrance identity toward younger demographics without alienating its heritage customer base. He oversaw the L’Interdit and Gentleman lines as they underwent formula updates and packaging refreshes that maintained distribution in department store fragrance halls while gaining traction in specialty retail.
