Maison Margiela adds a third Replica Eau de Parfum, Lost Eden, launching early at its Omotesando flagship
L'Oréal Japan will bring Maison Margiela's new Replica Eau de Parfum, Lost Eden, to the brand's Omotesando flagship a week before its nationwide launch, at ¥33,550 for 100mL — a distinct product from the store's own reopening floortok reported in July.
L'Oréal Japan, which operates Maison Margiela Fragrances in Japan, will launch a new scent called Lost Eden in the brand's Replica Eau de Parfum line, priced at ¥33,550 (tax included) for 100mL, the company said in a release. The fragrance goes on early sale at Maison Margiela's Omotesando flagship store and the brand's official online store on Aug. 20, a week ahead of its nationwide release on Aug. 27.
Lost Eden is the third scent in the revived Replica Eau de Parfum collection, which the company positions around fantasy and imagination, in contrast with the memory-themed, white-packaged Replica Eau de Toilette line. Created by perfumer Honorine Blanc, it opens on a candied red apple note, moves to a vanilla heart and settles on a smoky oud base, framed around the idea of forbidden fruit and the tension between instinct and reason, the company said.
The early-access window is a small but familiar move: giving the Omotesando flagship a product no other store carries for a week gives shoppers a reason to visit the boutique specifically, rather than wait for the wider rollout — useful for a store that reopened only last month and still needs to re-establish itself as a destination, not just a point of sale.