Positioning: why do customers become devoted followers of Le Labo?

Le Labo Kyoto Machiya, located along the banks of the Kamo River in Kyoto, shop-café is housed in a machiya, a traditional wooden townhouse built in 1879. It’s easy to miss unless you’re paying close attention.

The store is divided into two distinct areas: a fragrance laboratory and an authentic café nestled in the exterior of a traditional Japanese courtyard. There is also a craft space where exhibitions featuring Japanese artisans and artists are regularly held.

As expected, the fragrances emphasize the local setting. Le Labo has a long-standing reputation for immersing customers in the culture of their expansion locations. Naturally, the first scent offered for sampling is inspired by Kyoto itself.

What’s the secret of Le Labo, and why do their customers become such passionate advocates of the brand?

It all lies in their unique positioning: Le Labo doesn’t just sell perfumes — they offer a personalized experience. Each fragrance is handcrafted, and the bottles are personalized with the owner’s name, transforming a standard product into a unique part of each customer’s personal story.

Positioning is a strategic tool that enables a brand to carve out its place in the market and stand out from competitors. The key is to discover what makes the brand unique and effectively communicate it to the customer. Le Labo has focused on a niche audience that values individuality and exclusivity.

When a brand has a clear understanding of its values, it naturally attracts customers who share those values. This is the foundation for long-term success and the ability to sell at full price