A platform aimed at scaling the fragrance brands in Richemont’s portfolio, Laboratoire de Haute Parfumerie et Beauté, will raise the bar on the company’s beauty business.

Boet Brinkgreve has been appointed CEO of the division and reports to Johann Rupert, the company’s chairman.

Richemont said Brinkgreve will help the six houses already involved in fragrance “reach critical mass in this highly competitive field.”

Among Richemont’s fragrance brands are Cartier, Van Cleef & Arpels, Chloé, Dunhill, Alaïa and Montblanc. Cartier is developed by an in-house perfumer, while licensing partners include Interparfums and Coty.Is interparfums in danger?