Louise Farina, managing director of the Cologne perfume house Farina in the ninth generation, opts for exclusivity for Eau de Cologne. She explains why the brand deliberately avoids mass-market distribution.
In the traditional headquarters in central Cologne, Louise Farina spoke with Handelsblatt. The trained perfumer in her mid-twenties leads the family business that is more than 300 years old.
Farina notes that heritage brands are popular with younger consumers. “Consumers now lack trust in many products and brands. With a brand like ours it is easier, because we as a family stand behind it,” she said.
The choice of selected retailers instead of large chains aims to protect origin and reputation. Napoleon and Goethe already used the Eau de Cologne.