Groupe GM Partners with French Fragrance House Fragonard

WASHINGTON — Group GM, the international leader in the guest amenity industry, has partnered with French fragrance house Fragonard to introduce two exclusive hotel lines, each designed to enhance the guest experience with distinct inspirations.

The Vrai hotel line by Groupe GM unites elegance with the French coast essence. At the heart of Vrai hotel line lies its distinctive fragrance, a blend of fresh, floral notes with verbena as its highlight, crafting an ambiance of sophistication. The line’s aesthetic, marked by neutral tones and minimalist design, features small format products and an engraved solid soap crafted from responsible materials, alongside large formats namely the Ecofill dispenser in 300 ml aluminium. This innovative, re-fillable, and traceable aluminium dispenser, along with sealed re-fill pouches of body wash, shampoo, conditioner, body lotion and hand wash, ensures the product’s origin, traceability and limits bacterial contamination, while minimizing environmental impact.

As another large format, the Vrai hotel line features the 400 ml plant-based Ghost dispenser. As its name suggests, this 400ml dispenser is fixed on a hidden rail, creating the illusion that the product is levitating.

The Figuier Fleur line, inspired by the elegant essence of Provence, offers an enchanting fragrance with subtle scents. It combines the fresh notes of bergamot, neroli and fig leaf with floral notes of magnolia and freesia, culminating in a sophisticated woody base of oak moss and spicy cardamom. Available in both small and large formats, the line also features the re-fillable innovation Ecofill in 400ml and the 300ml Ecopump made from recycled plastics and pumps out of bio-sourced resin, primarily derived from sugar cane.

Both hotel lines align with Groupe GM’s Care about Earth program, which aims to reduce the impact of its products on the environment and contribute to sustainability to protect the planet for many generations. As an eco-responsible amenities supplier, Groupe GM consistently prioritizes using green resources, favouring reusability, and reducing single-use plastic. Eco-conception is at the heart of the program, to significantly reduce waste and the use of scarce resources. 

“We’re delighted to work with an iconic perfume house like Fragonard to introduce more eco-friendly amenities to our clients, all while meeting the level of luxury and quality expected from Groupe GM,” says Laurent Marchand, president, Groupe GM. “Both lines deeply reflect the core values of our companies and will enable hotels worldwide to pamper their guests with expertly fragranced amenities from a world-leading artisanal fragrance house.”


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