Desire Holding celebrates an exceptional edition of TFWA Cannes 2025: innovation, new brand licenses and a shared vision for the future of beauty.
Desire Holding is proud to reflect on its highly successful participation in the recent TFWA World Exhibition & Conference in Cannes, the most prestigious annual event for the global duty-free and travel retail industry.
For our group, TFWA Cannes is far more than a trade show; it is the vital crossroads where the entire beauty and retail ecosystem converges. Once again, this year’s edition provided a unique platform to showcase our strategic evolution, connect with global partners, and engage with the emerging trends shaping the future of our industry.
The 2025 edition marked a significant milestone for Desire Holding, with the announcement of three major new international fragrance licenses that reinforce our position in the prestige and fashion segments: Pierre Cardin, S.T. Dupont, and GCDS. These distinctive brands, each with its own bold identity, represent a new chapter of growth, creativity, and innovation for the group.
We were honored to welcome a diverse array of partners, clients, and industry professionals to our stand. The depth and quality of the conversations were remarkable, from data-driven market perspectives to future-facing explorations of scent as a cultural and emotional experience.
The energy felt throughout the Croisette was unmistakable: a strong signal of the vibrancy and forward momentum of the travel retail channel. The connections made in Cannes and the ideas exchanged will serve as a powerful catalyst for the projects and collaborations of the coming year.
The entire Desire Holding team returns from TFWA Cannes energized and inspired, ready to transform vision into action, and to build the next chapter of beauty innovation, together with our partners around the world.
For our group, TFWA Cannes is far more than a trade show; it is the vital crossroads where the entire beauty and retail ecosystem converges. Once again, this year’s edition provided a unique platform to showcase our strategic evolution, connect with global partners, and engage with the emerging trends shaping the future of our industry.
The 2025 edition marked a significant milestone for Desire Holding, with the announcement of three major new international fragrance licenses that reinforce our position in the prestige and fashion segments: Pierre Cardin, S.T. Dupont, and GCDS. These distinctive brands, each with its own bold identity, represent a new chapter of growth, creativity, and innovation for the group.
- Pierre Cardin: The legendary maison, known for its avant-garde vision and timeless elegance, will undergo a global fragrance relaunch. Highlights include a contemporary reinterpretation of the iconic Rose Cardin line and the introduction of Les Jardins, a fresh collection of fragrance mists aimed at a younger, cross-generational audience.
- S.T. Dupont: With nearly 150 years of heritage in luxury and craftsmanship, S.T. Dupont will debut a renewed olfactory identity through C’est moi!, a new fragrance line set to launch in early 2026, combining elegance, artisanal savoir-faire and sophistication.
- GCDS: A disruptive force in new luxury, GCDS will make its debut in the fragrance world with Morso, an audacious and unconventional launch designed for Gen Z and young millennials. The teaser campaign and bold visual presence at TFWA Cannes set the tone for this unique entry into the beauty space.
We were honored to welcome a diverse array of partners, clients, and industry professionals to our stand. The depth and quality of the conversations were remarkable, from data-driven market perspectives to future-facing explorations of scent as a cultural and emotional experience.
The energy felt throughout the Croisette was unmistakable: a strong signal of the vibrancy and forward momentum of the travel retail channel. The connections made in Cannes and the ideas exchanged will serve as a powerful catalyst for the projects and collaborations of the coming year.
The entire Desire Holding team returns from TFWA Cannes energized and inspired, ready to transform vision into action, and to build the next chapter of beauty innovation, together with our partners around the world.
Stay connected with us:
To follow our journey and be the first to discover our upcoming projects and event schedule, follow us on Instagram @desirefragrances_pr
We left Cannes inspired and more connected than ever. We thank you for your trust and partnership and look forward to seeing you all again next year.
To follow our journey and be the first to discover our upcoming projects and event schedule, follow us on Instagram @desirefragrances_pr
We left Cannes inspired and more connected than ever. We thank you for your trust and partnership and look forward to seeing you all again next year.