According to Italian media MF Fashion, Balenciaga submitted an application for the trademark and logo Le Dix to the French National Institute of Industrial Property last November, covering categories such as perfumes, cosmetics, and scented candles. Le Dix refers to Balenciaga's first fragrance, launched in 1947, named after the brand’s headquarters at 10 Avenue George V in Paris. When Kering Group established Kering Beauty in 2023, it stated that perfume was the first category it would develop. The group also revealed at the beginning of last year that upcoming fragrance launches would involve Balenciaga and Alexander McQueen.