La Bougie Enters Body Care with Fragrance-First Luxury Collection

Last week, Gabrielle Shaw Communications curated an intimate and immersive launch experience at The Devonshire for La Bougie, celebrating the brand’s expansion into body products and making its official UK launch, as a part of our Market Entry Programme.

Designed to bring the La Bougie story to life through every touchpoint, the evening opened the door to their world, blending fragrance, storytelling, artistry and sustainability, reflecting the heart of the Irish family-run business.

Guests were welcomed into an atmosphere inspired by the brand’s family story, hearing directly from the founders and entrepreneurs Lucy and Peter Hagerty behind La Bougie as they shared the journey of creating their multigenerational Irish brand. Lucy spoke passionately about her journey as a perfumer and the beautifully formulated body lotions and haircare collection, thoughtfully developed to complement La Bougie’s signature fragrances and extend the sensory experience beyond the candle.

A standout moment of the evening came from acclaimed Irish artist Philip Gray, who invited guests to contribute their own marks onto a shared canvas before transforming it live into a striking original artwork. He also shared stories of his extreme painting while skydiving & underwater in the Arctic. The final painting will be sold at the Clarendon Fine Arts Gallery to support the Elkhorn Marine Conservancy, reinforcing the event’s wider sustainability message.

Guests also heard from La Bougie’s Brand Ambassador Hattie Rogers, a professional sailor and world champion, who spoke about the innovative use of Prevented Ocean plastics within La Bougie’s packaging, a meaningful initiative that helps transform recovered plastic waste into beautifully designed, sustainable packaging for the body collection. As lifelong sailors and long-time supporters of Hattie’s career, La Bougie have built a brand that authentically reflects and supports their passion for the ocean.

The Devonshire was the perfect setting, with its Irish heritage, co- founded by Oisín Rogers, and warm hospitality at the heart of the experience. Guests enjoyed the Devonshire’s famed Guinness pour alongside a selection of canapés celebrating the best of British produce.

To immerse guests even further into the world of the new collection, bespoke cocktails inspired by the fragrances were created for the evening, including a Sage & Bitter Orange Spritz and a Honeysuckle & Sea Salt Margarita.

Crafting immersive brand experiences for these businesses that go beyond traditional launches and creating emotionally engaging moments that connect audiences to a brand’s story, values and vision are the hallmark of GSC’s events.