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Balenciaga Extends Its Signature Into Scent

Balenciaga Extends Its Signature Into Scent Jan/20/2026

Balenciaga is widening its luxury footprint beyond fashion, filing a cluster of international trademarks — from 100% Balenciaga to Cristobal— that anchor the house more firmly in perfumes, cosmetics, soaps, and scented candles. The move builds on a brand that is widely recognized but selectively embraced. In the United States, 60% of luxury fashion owners are aware of Balenciaga, yet only 22% say they like it; among those who do own the brand, however, loyalty runs deep, with nearly seven in ten inclined to buy again. The pattern is similar in the UK, where awareness is higher at 70%, usage reaches 16%, and owner loyalty stands at roughly two-thirds. Media buzz remains steady on both sides of the Atlantic, suggesting that Balenciaga’s provocative identity continues to command attention. By translating its aesthetic into fragrance and home scent, the house appears to be betting that cultural visibility can be converted into more intimate, everyday expressions of luxury.

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