Manly fun and flames
IT’S lights, candles, action for Lolo Creative, a costume designer whose credits include Harry Potter movies and theme park attractions, as it launches LX Lab, a new luxury selfcare brand for men.
Eight designer candles mark LX’s debut next week, after London-based Lolo founder Laurent Guinci began dreaming up new avenues for the business during lockdown.
Covid-confined consumers have been seeking out home comforts in lockdown, giving candles and other scented tonics such as essential oils a boost, with sales jumping 29 per cent year on year says analyst Kantar.
Despite the boom, Guinci decided there was a gap in the market and a business opportunity based on something men had not got and might really want – manly candles. “I was inspired by the sheer lack of sensual male products available,” he explains.
Development and manufacture of the blends, with names such as Men in Suits and Steamy Shower, has been with a nearby UK producer and sell for £39 each.
From the fresh clean notes of mandarin and eucalyptus to the heavier aromas of cashmere musk and orris root, the candles are “stimulating and bewitching, with not a hint of floral in the narrative, everything is virile. They are for selfcare routines or to tantalise, evoking memories of close encounters,” says Guinci waxing ever-so-slightly lyrical.
The designs reflect day and night themes with a light sporty grey and red partnered with matt black lifted by flashes of magenta.
Frenchman Guinci came to the UK in 1994 to pursue a fashion career and was encouraged by other entrepreneurs such as Mourad Mazouz of Momo restaurant fame, for whom he designed a house logo.
From there he moved into the film industry making brave new worlds his speciality. Building his Lolo studio venture, with its core team of five, he has worked on the Harry Potter franchise, Bridget Jones and Skyfall, followed by costumes for Warner Bros and Universal Studios theme parks, where he helped revamp The Hulk roller coaster in Orlando. Its clients are now spread across the attractions, hospitality and entertainment sectors. “Uniform and brand identity go together,” says Guinci. “Staff in theme parks are like film extras. Our task is to combine imagination with practicality and comfort. It must be a treat for the eye and to wear, a little owl detail for example in a Harry Potter outfit sending a secret message.” Nintendo World in Osaka, Japan, is the latest to show off Lolo’s talents, to be followed by Universal Beijing Resort in May.
Having seen 300 per cent growth before Covid, the business still managed 30 per cent last year. It forecasts similar for 2021 boosted by LX Lab where Guinci plans to introduce “perfect fitting” underwear and matching socks ranges next. “Any challenge,” he says, “we’re up for it.”