After the foray into the world of video games with Roblox planned for next week, Cirque du Soleil is preparing to launch its own perfume.
The news was broadcast by the New York Times on Friday and later confirmed to the journal by Cirque du Soleil.
“We are currently working on the notes of the perfume,” said Marie-Noëlle Caron, spokeswoman for the company.
In early May, Le Journal reported that on July 28, Cirque du Soleil would enter the world of video games in partnership with Roblox.
“The idea is to bring the Cirque du Soleil brand into the cultural universe of the year 2023, and the entire video game universe is part of an important area,” its CEO Stéphane Lefebvre said in an interview with the Journal.
Stéphane Lefebvre, CEO of Cirque du Soleil Entertainment Group Photo Francis Halin
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Video games, TV series, documentaries, consumer products… the circus wants to renew its image and is preparing to do everything to do so.
In an interview with The New York Times, Chief Growth Officer Nickole Tara made the case for Cirque to leap into a new era.
“We’re going to try so many new things,” she summarized.
To achieve this, Cirque du Soleil has just hired New York company Cultique to help.
Around 4,000 people work for the multinational corporation, which will be celebrating its 40th anniversary next year.
Two months ago, before an audience of businesspeople, the CEO estimated the impact of the cirque in Quebec at about $46 million a year.