LVMH targets fragrance expansion with key leadership appointment

LVMH has appointed Yann Musquin as Managing Director of LVMH Fragrance Brands, placing the luxury beauty executive in charge of Parfums Givenchy and Kenzo Parfums from 3 August.

According to an internal memo reported by WWD, Musquin will report to Véronique Courtois, Chairman and Chief Executive Officer of Parfums Christian Dior and LVMH’s beauty division.

His remit includes strengthening the fragrance businesses of Givenchy and Kenzo, while further developing LVMH’s brand portfolio through additional fragrance and beauty opportunities. The appointment follows Musquin’s leadership roles across several of the group’s houses.

Musquin began his career at L’Oréal in 2004 before joining Parfums Christian Dior four years later. He became Dior’s International Fragrance Marketing Director in 2013, where he worked on the launch of Sauvage. 

In 2021, Musquin moved to Louis Vuitton as Beauty Director. He later joined Givenchy Parfums and Beauty as Chief Brand Officer in December 2024, bringing direct experience of one of the two houses he will now lead.

“I am convinced that his remarkable expertise in fragrances and the beauty world, his sense of excellence, and his creative vision will make it possible to strengthen the desirability of our Parfums Givenchy and Kenzo Parfums houses,” Courtois said.

She added that Musquin also possesses the qualities required to continue expanding LVMH’s beauty portfolio.

Musquin succeeds Romain Spitzer, who is leaving LVMH to become Chief Executive Officer of Kering-owned Bottega Veneta on 1 September. Spitzer will report to Kering CEO Luca de Meo and join the group’s executive committee.