Point du jour by Serge Lutens: the 2024 fragrance rediscovered

Some fragrances have an unusual fate: a new piece about them appears in the feed, and it seems as though we are looking at a launch. That is exactly what happened with Point du jour by Serge Lutens. Auparfum’s October 1 article brought it back into focus, but the composition dates to 2024, not to the new releases of 2026.

That does not make the occasion any less interesting. Point du jour belongs to Matin Lutens, the house’s more pared-back line, built around morning rituals, water and the feeling of a clean start to the day. The official description calls the fragrance “ethereal, dry, noble” and evokes Mediterranean thyme crushed between the palms.

Its freshness is neither citrusy nor laundry-like. It is herbal and slightly cool, with a dry green outline. Serge Lutens materials name sage and eucalyptus alongside thyme; this pairing helps explain why Point du jour feels more like air beside a herb-lined stream than a familiar refreshing cologne.

The industry account also mentions rosemary, pepper and incense in connection with the fragrance. The brand does not build a separate note pyramid around them, so it is more accurate to take these words as possible facets rather than a confirmed list of notes. Point du jour’s official language is more restrained: dry thyme, a bracing sensation and morning calm.

For Serge Lutens, this is a notable turn not because the house is working with herbs for the first time, but because it does not turn them into dark mysticism. In place of dense resins and theatrical shadow comes a daylight, ascetic aromatic sketch. It retains the brand’s character: freshness here is not frivolous, but composed and slightly austere.

Those looking for a new Serge Lutens premiere should not mistake Point du jour for this year’s launch. But for anyone interested in the house’s other side—dry, herbal and serene—its return to the conversation is a fine reason to discover Matin Lutens without expecting another headline-making novelty.