Lance Patterson Of Penhaligon’s Talks The Brand’s Heritage and Success
Augustman Logo
Style
Culture
Gear
Food & Drink
Travel
Wellness
AM Select
E-Magazine
Most Trending
Lance Patterson, CEO Of Penhaligon’s, Shares All About The Brand’s Timeless Heritage And Success
Most Recent
Lance Patterson, CEO Of Penhaligon’s, Shares All About The Brand’s Timeless Heritage And Success
Most Trending
“Escape” Into The Animal Kingdom Digitally With The Burberry Fall/Winter 2021 Collection
Most Recent
Laying Rubber: The Nike SB Dunk Gulf Is Perfect For Motorsports Fans
  • Fashion
  • Watches
  • Grooming
Most Trending
These Are The Most-Followed Instagram Accounts In The World
Most Recent
The Lowdown On Zack Snyder’s Justice League And Where To Watch It On 18 March
  • Design
  • Events
  • Art
  • Music
  • Film & TV
Most Trending
Overflowing With Cool: Xiaomi Reveals A Smartphone With A Waterfall Display
Most Recent
The Helicopter Celebrates A 100 Years, Here’s How It Helped Changed The World
  • Tech
  • Motoring
Most Trending
The Best Vintages Of Brunello di Montalcino To Add To Your Cellar
Most Recent
Could This Be The World’s Oldest Mass Production Brewery? Egypt Thinks So
  • Dining
  • Drinks
Most Trending
Consider These Ecotourism Destinations For Your Next Post-Pandemic Adventure
Most Recent
These Are Asia’s Most Stunning Mangrove Forests
  • Travel Guides
  • Hotels & Resorts
Most Trending
Nourishing Superfoods To Add To Your Diet This 2021
Most Recent
Amp Up Your Home Gym With These Designer Fitness Equipment
  • Fitness
  • Health
Most Trending
Uncover Mindful Living with AUGUSTMAN x LIFESTYLEASIA
Most Recent
Social Entrepreneur Josh Tetrick of Eat Just Talks Sustainability And The Future of Food
  • Men of the Year
  • MVMT
  • August Mentors
  • A-Listers
  • Hit List
  • sg
    • MY
    • SG
  • Search
Lance Patterson, CEO Of Penhaligon’s, Shares All About The Brand’s Timeless Heritage An...
Sort & Filter
Close Filter
Sort By
Date
Relevance
Filter By Category
All Categories
All
Style
Culture
Gear
Food & Drink
Travel
Wellness
AM Select
Apply
Filter By Location
singapore
All Countries
Style
Laying Rubber: The Nike SB Dunk Gulf Is Perfect For Motorsports Fans
Style
“Escape” Into The Animal Kingdom Digitally With The Burberry Fall/Winter 2021 Collection
Style
Livestream The Burberry Fall/Winter 2021 Menswear Presentation
Augustman Logo
sg
Lance Patterson, CEO Of Penhaligon’s, Shares All About The Brand’s Timeless Heritage An...
Back
All  Style
  • Fashion
  • Watches
  • Grooming
Back
All  Culture
  • Design
  • Events
  • Art
  • Music
  • Film & TV
Back
All  Gear
  • Tech
  • Motoring
Back
All  Food & Drink
  • Dining
  • Drinks
Back
All  Travel
  • Travel Guides
  • Hotels & Resorts
Back
All  Wellness
  • Fitness
  • Health
Back
All  AM Select
  • Men of the Year
  • MVMT
  • August Mentors
  • A-Listers
  • Hit List
E-Magazine
  • Malaysia
  • Singapore
  • Facebook
  • Twitter
  • Instagram
Sort & Filter
Close Filter
Sort By
Date
Relevance
Filter By Category
All Categories
All
Style
Culture
Gear
Food & Drink
Travel
Wellness
AM Select
Apply
Filter By Location
singapore
All Countries
Style

Lance Patterson, CEO Of Penhaligon’s, Shares All About The Brand’s Timeless Heritage And Success

Marta Colombo
19 Jan 2021
Article Hero Image
Trending Now
The Helicopter Celebrates A 100 Years, Here’s How It Helped Changed The World
GearRead More
The Lowdown On Zack Snyder’s Justice League And Where To Watch It On 18 March
CultureRead More
These Are Asia’s Most Stunning Mangrove Forests
TravelRead More
Laying Rubber: The Nike SB Dunk Gulf Is Perfect For Motorsports Fans
StyleRead More
What's up in the world of fashion, jewellery and watches? Sign up to receive it all.

Founded in 1870 by a Cornish barber, British brand Penhaligon’s doesn’t just create complex and elegant fragrances — it also tells timeless and intriguing stories.

William H. Penhaligon’s first fragrance, Hamman, created in 1872 and inspired by the Turkish Baths where he was resident barber, paved the way for the brand’s ground-breaking approach.

From royal recognition to global stardom, more than a century later, the perfumer is still a symbol of British excellence and effortless savoir-faire.

We talk to Lance Patterson, who joined Penhaligon’s & L’Artisan Parfumeur in May 2014 as CEO, about the brand’s heritage, present and future.

penhaligon's lance patterson
Lance Patterson is the CEO of Penhaligon’s.
What does it mean for Penhaligon’s to be a British heritage brand?

Penhaligon’s is one of the traditional British perfumers with a rich heritage. However, the fact that we are still here 150 years later is a testament of us always looking into the future. We are proud of our heritage and the brand’s important milestones overs the last 150 years but we always adapt and try new things to delight our customers. Be this in the creation of fragrances that are innovative and captivating to the way we talk to our customers in the digital era.

How do you blend heritage and contemporaneity in your creations?

We are inspired by our British heritage first and foremost, by all these evocative stories and places. For example our iconic Blenheim Bouquet fragrance was created as a private commission for the 9th Duke of Marlborough in 1902 – which beautifully captured the era of the beginning of the 20th century in one of the most impressive palaces in Britain, Blenheim, where the Duke and his family lived and that you can still visit today.

penhaligon's lance patterson
Hamman Bouquet.
What are the secrets behind Penhaligon’s success over the years?

For us it is not whether you make a purchase or not, it is that when you leave the store you leave with a good felling, that you had a connection with the brand, the team, the product, the story or all of them. We are proud to have been so agile during this disruptive time and discovered new opportunities for the brand which comes down to a super team of people, thinking always of the customer first.

Why do brands like Penhaligon’s appeal to millennials and Gen-Z?

Penhaligon’s offers something for everyone, and for younger generations, the Portraits collection has been a huge hit. The humorous stories of the characters and their relationships with each other is definitely what attracts a younger customer who is looking for fun interaction when it comes to fragrance. Each character has a very distinctive personality, so it is easier to relate to than just purely talking about ingredients from millennials’ point of view.

What’s in store for the future?

Our ultimate goal is to educate customers on fragrance, always with the priority of helping them find what they like not what their newest product is or the best sellers. We want you to become an “expert” on fragrance, and this is very empowering for the customer. We have many exciting tools to enable this learning, such as Air Parfumtm – a device that allows you to browse our entire collection of fragrances and by pressing a button smell the fragrant air without the alcohol, so that your nose does not get tired of smelling multiple perfumes. The most recent project that launched in our stores is called Penhaligon’s Magic Monocletm, by using a smartphone’s camera, customers can scan fragrances in the store and get a list of notes they contain without even smelling them. And we have our Digital Profiling, which is incredibly accurate in marrying the incredible knowledge of our Fragrance Sommeliers with the olfactive notes of each fragrance and your likes and dislikes, all done virtually.

Penhaligon's lance patterson
The Favourite.
When did you join Penhaligon’s and what’s your vision for the company?

I joined Penhaligon’s in May 2014 and my vision has always been to think of customer as being at the heart of everything we do and that means understanding them at present but also anticipating how they will behave in the future. This allows Penhaligon’s to remain relevant and grow the brand in new territories. Honestly, everything we do we try to do based on what we think our customers will want. Data plays a role in our project planning, feedback from our teams in the stores every day and, of course, a dash of gut instinct all help us build the brand for the future.

How do you integrate innovation and preservation in a brand like Penhaligon’s?

The brand has evolved since the very first creation of Hammam Bouquet and we are proud to say that we are not stuck in the past. The past is an important part of our DNA. We do refer to our heritage in all our new creations – for example the upcoming launch of Mr Penhaligon is an ode to our founder, William Penhaligon told through a very contemporary fragrance with vetiver at the base of it. We play with storytelling and the British love of humour which can be felt in our playful descriptions of the fragrances.

Has social media changed the company a lot?

Social media enables us to be closer to our customers, talk to them in real time and really connect with them through our immersive storytelling. It has been a great tool for us to tap into the younger generation and get them to fall in love with the brand. It has been crucial for the past year during the pandemic when stores have been closed and social media remained one of the only channels to talk to our customers through. We are excited for what the upcoming year will bring in terms of the social media landscape and the many exciting opportunities for our brand.

Find out more about Penhaligon’s here.

This story first appeared on Prestige Hong Kong

grooming
Penhaligon's
scents
Perfumes
Marta Colombo
Talk to Me About:
grooming
interviews
Penhaligon's

Up Next For You

President Obama’s Nike Hyperdunk Sneakers And Other Ultra-Rare Kicks You Probably Can’t Buy
Richard Augustin
Style
Art Meets Fashion In The Dior Men’s Summer 2021 Collection
Richard Augustin
Style
Need For Speed: The TAG Heuer Carrera Porsche Chronograph
Jonathan Ho
Style
Dolce & Gabbana Adds Colour To Chinese New Year With A New Primavera Collection
Richard Augustin
Style
What's up in the world of fashion, jewellery and watches? Sign up to receive it all.
×
Where are you?
Tell us so we can display what you want to see.
  • Malaysia
  • Singapore
Malaysia Singapore
Advertise About Privacy Policy Terms & Conditions
© 2021 Copyright Augustman