Tom Ford Beauty Embracing Wellness and AI Innovation

Tom Ford Beauty is making waves with the launch of its 133rd fragrance, Bois Pacifique. Departing from the brand's provocative “sex sells” mantra, this release represents a new chapter that emphasizes wellness and self-care over seduction. The shift aligns with changing consumer priorities and is supported by an ambitious $50 million first-year sales projection.

Crafted with wood-forward notes of sandalwood, cedar, and oakwood, Bois Pacifique draws inspiration from California’s Big Sur. Actor John David Washington, the campaign’s ambassador, describes the fragrance as the embodiment of “the pursuit of inner peace.” This statement highlights the brand’s pivot from sensual marketing to a message of emotional connection and spirituality.

Wellness as the New Luxury

Guillaume Jesel, CEO of Tom Ford Beauty, notes the brand’s commitment to reflecting a post-pandemic zeitgeist where health and well-being are paramount. “We’re aligning with a zeitgeist that values emotional connection, spirituality, and self-care,” Jesel shared. This shift echoes broader trends in the fragrance market, where consumers now seek scents that help them feel calm.

Bois Pacifique joins Tom Ford’s legacy of rugged Americana, following in the footsteps of Ombré Leather, while incorporating the calming energy of the Soleil range. Jesel believes this duality, grounded and tranquil, resonates with today’s fragrance enthusiasts.

Breaking Gender Boundaries

While Bois Pacifique is marketed primarily as a men’s fragrance, Tom Ford Beauty embraces a growing trend of gender-neutral fragrance appeal. The brand has witnessed surprising crossovers, with traditionally masculine scents like Noir generating 40% of sales from female consumers. This fluidity reflects the evolving preferences of a diverse customer base where individuality trumps over convention.

A Tech-Driven Evolution

Behind the scenes, the creation of Bois Pacifique signals a technological leap for the brand. Incorporating biotechnology and artificial intelligence, Tom Ford Beauty collaborated with perfumer Rodrigo Flores-Roux and Givaudan’s proprietary AI tool, Carto. The AI technology uses a digital odor value map to blend ingredients seamlessly.

A standout innovation is the inclusion of akigalawood, a sustainably developed fragrance molecule derived from fermented biotechnology. Akigalawood replaces agarwood, a traditionally overexploited ingredient, reflecting the brand’s commitment to eco-conscious luxury.

The release of Bois Pacifique marks the first major launch by Estée Lauder Companies (ELC) integrating AI technology into fragrance development. Following ELC’s acquisition of Tom Ford Beauty for $2.8 billion in 2022, the brand continues heading towards a future-forward direction.

What’s Next for Tom Ford Beauty?

With net sales for its fragrance business doubling since 2020 and the brand on track to hit $1 billion in annual net sales by the end of 2024, Tom Ford Beauty’s momentum shows no signs of slowing. As the industry continues to merge luxury with technology and wellness, Bois Pacifique could be the blueprint for what’s to come in 2025 and beyond.