CREATIVE – I wanted the perfumers to have the opportunity to create differently, away from the rules of the market where every perfume smells the same, and away from creations so timid that they no longer deserve the name. Away from the normal “benchmarks”, from the “me too” perfumes and tests (to ensure that it pleases everyone, everywhere) which so often produce the lowest common denominators … My only instructions: to create, in the most majestic and precious way possible, daring, “base-focused” and unique perfumes.
LUXURIOUS – I wanted these perfumes to be luxurious thanks to their ingredients, but also by the way that they are written, how they are composed : fragrances which don’t throw a thousand scents around like we see so often. I wanted purely beautiful perfumes, the result of a selection of noble and rare natural raw materials, showcased with audacity. Each one had to be imbued with a precious alter ego (such as benzoin for vanilla or agar wood for patchouli), and this duo had to be crowned with a halo of other, equally splendid ingredients.
UNPRECEDENTED – I wanted the perfumers to combine the ingredients in an unusual way. I wanted them to try new approaches, away from the diktats of conventional perfumes, leaving behind the traditional olfactory pyramids and the structures which hold up most of the perfumes on the market. By rejecting the classically developed constructions, they would dare to “forget” the top-middle-base structure, frustrate, overfill, overdose, and only retain the fullest, most direct and characterful perfumes.
TECHNIQUE – For me, the trail is a crucial factor. I wanted unforgettable trails, ones that nobody makes any more! Every perfume must be allowed to leave its signature, like the trail of a woman who passes you on the street, or the trace a man leaves in a room.
In addition to these unforgettable trails, I wanted these perfumes to instantly deliver their “base-focused” identity without remaining “crushed” onto the skin. For each one, we created the ideal volume, bringing them to a crescendo… until they burst forth !
This prowess is as much artistic as it is technical. It is reached by working meticulously, hand in hand with the perfumers, and by incorporating each ingredient one after the other in the right quantity.