PARIS—International hospitality bath amenity distributor Groupe GM, based here, has added a new branch to its Cologne by Mugler-based collection. Paradoxe, a five-item range that contains Mugler’s eau de cologne scent, was created to complement the original, pebble-shaped Equinoxe line.
“We developed the Equinoxe line back in 2008, which was—and still is—a great success,” said Laurent Marchand, president of Groupe GM. “That said, we wanted to offer something different, something new to our customers in terms of packaging, and that would be matching the evolving identity of the brand itself. It is important to be flexible and to offer novelty and diversity to loyal and new clients, as well as follow the retail universe of the brand.”
What makes Paradoxe different than its predecessor is the packaging. “The line is made up of green, shiny bottles—except for the body lotion for which the bottle is clear—with green flip-top caps. Two colors and shiny, silver hot stamping are directly printed on the bottles,” Marchand said.
Equinoxe’s containers were updated with the introduction of Paradoxe this past July. “An unusual design for Mugler’s first amenity line, reflecting the artist’s creativity and originality, Equinoxe is available in two generous-sized bottles [40 ml. and 80 ml.] in a pebble ergonomic shape with a bright-green flip-top cap, in opaque white, transparent and transparent green, as well as two sizes of film-wrapped, pebble-shaped soap,” noted Marchand.
The Paradoxe line includes shower gel, hair & body shower gel, shampoo, conditioner and body lotion, all available in 40- and 80-ml. bottles. Those products complement the Equinoxe line, which features bottles of hair & body shower gel, conditioner and body lotion, as well as 25- and 50-g. soaps. Also part of the Cologne by Mugler line are 300-ml. Ecopumps of hair & body shower gel, body lotion and liquid soap; 30-ml. hand cream; and 40-g. bath salts.
According to Marchand, to date, Paradoxe amenities can be found at Paradisus by Mélia resorts in Mexico and the Dominican Republic. HB