Paris 2010. Galeries Lafayette. Exclusive launch of the first detergent dedicated to men: Antoine is trying to make a first name for himself. Marketing stunt? Whim of yet another start-up that wants to revolutionize the world? No, just the beginning of the Antoine adventure.
The press and blogs of the time, always on the lookout for novelties (which is moreover a little offbeat), had fun with this “masculine laundry” or very seriously wanted to see a debate on the distribution of tasks housewives? On the contrary, it was a simple observation made by our in-house perfumer: no detergent on the market contains a “masculine” type fragrance but, on the contrary, all offer floral or fruity notes. This meant that a man of good taste, carefully choosing his personal eau de toilette, could not associate it with the perfume of his clothes without risking the fault of…taste precisely. The Classic Antoine laundry detergent provided an answer with its woody/amber notes, the base of the vast majority of men’s eau de toilette.
The foundations of Antoine’s DNA were laid: priority to perfume, to its quality which must be irreproachable, to the sourcing of the most effective ingredients, glass bottle to protect the perfume (see the article “a glass bottle for precious detergent”) and turn an everyday object into a real gift…
Addiction was on the way, customers were beginning to no longer be able to use traditional detergents. Among these customers… many women also who, from 2010, took on detergent for household linen, which really challenged the concept of “detergent for men”.