Frenchwoman Celine Verleure, formerly of Kenzo, Osmoz.com and L’Orèal, is a true perfume lover. She wanted to realize her dream and create her own perfume label.
Said label existed long before any perfume did, since Celine decided to go down a new and interesting road – to let people who love perfume, be a part of it’s creation. So Celine opened a Facebook page (or two, one in French, one in English) called “The Blog For The Fragrance That Doesn’t Exist (yet)!”, inviting thousands of interested internet users to witness and take part in every step of the creation of a new brand.
“Take part in the creation of an intuitive, creative, artistic, unique niche brand of perfumes, with a powerful personality, and the polar opposite of perfumes brands launched with run-of-the-mill marketing campaigns. You can share your ideas and opinions, comment on proposals and artistic choices, and interact with the art director via the Facebook fan page.”
Over months, followers could see the development of the idea, the collaboration with the artists inspiring the perfumes to be, the design of bottles and overall visual impact of the line and even taking part in choosing the fragrance’s names.
I followed Celine’s project for some time now and she was so gracious as to offer me the chance to try her perfumes before the launch, which will take place on September 15 in Europe and the Middle East. The perfumes will be available from the company website from September 15, they ship to the US and Europe for now. The perfumes will also be available in niche boutiques throughout Europe, from the end of September. The US launch is planned for the beginning of 2012.
There are three perfumes is the line, called Autoportrait, Still Life and Chambre Noire. From those names it becomes clear how the perfumes came to be. A collaboration of three photographers and three perfumers, the fragrances are inspired by photography. Three works of art, three perfumes.
“Olfactive Studio is an encounter between contemporary artistic photography and perfumery; between the eye and the nose.”
The perfumers let themselves be inspired by the visual input of the photographer’s works, with the goal to create an olfactory work of art. Marketing strategies and focus groups had no place in this endeavor. All three perfumes are designed for men and women, as Celine says:
“The perfumes are angels; they have no gender, but they have a soul.”
While I was very attracted to the visual realization of Celine’s ideas, I didn’t know what to expect from the perfumes. I have spent a lot of time with those three, since I received generous decants to really allow me to get to know the perfumes intimately.
I will review each of the perfumes over the next three days in depth, since they deserve a close look, not only a quick mini-review. I hope to see you tomorrow!