Industry Briefing PM: The Great Baccarat Rouge Shortage & Byredo's 2026 Tease

Good afternoon. It seems the holiday shopping frenzy has reached its peak. Our sources in major department stores (Harrods, Saks Fifth Avenue, Lane Crawford) are reporting unprecedented stock shortages on key luxury items.

Here is your PM briefing on what is happening on the shelves right now.

1. The Crisis: Baccarat Rouge 540 is Gone

It happens every year, but never this early. As of 2:00 PM today, Maison Francis Kurkdjian’s Baccarat Rouge 540 Extrait (70ml) is officially listed as "Out of Stock" across major online retailers in the UK and US.

2. The Tease: Byredo's "Blank Bottle" Project

In other news, Swedish niche house Byredo has dropped a cryptic teaser on social media for their 2026 campaign.

The image shows their classic bottle, but with no label. Insiders suggest this is part of a new "Hyper-Personalization" project where customers will name their own scents using a mobile app and an engraving service. It marks a shift away from "Brand Identity" towards "Personal Identity."

3. The Pivot: What are people buying instead?

With the heavy hitters sold out, shoppers are pivoting to "Alternative Niche" brands.

We are seeing a surge in sales for fragrances that share the same DNA as the sold-out giants (Saffron, Ambroxan, Leather) but offer better availability and often, better performance.

The Scentlab33 Solution

Did you miss out on the big names? Don't panic.

At Scent Lab 33, our lab creates in small batches, meaning we can restock faster than the global giants. If you love the vibe of Byredo's Black Saffron or similar spicy-leather profiles, our Saffron Noir is currently In Stock and ready to ship.

Don't let a "Sold Out" sign ruin your Christmas.