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"This perfume is a tribute to the childhood of our dear designer. He lived in a small 10,000m2 house on the Normandy coast, often going to Grasse to smell Jasmine at 6:14am. With this perfume, you'll live his life."
The very essence of marketing is to create a need where there is none.
Perfume has long been considered an object of seduction, desire, that makes you dream.
In reality, we're starting to tire of all these embellished and flashy narratives: it's obvious we won't make gold bars appear by snapping our fingers.
VERSATILE perfumes don't need pretty stories: instinctive, instant names.
CLONED LAUNCHES
"Eau de Toilette / Parfum, In Joy, Pure, l'Absolu, Gold, Étincelante, Essence, Intense, Elixir..."Did you know the process of creating a new perfume takes about 4 years?
To stay visible on the market, brands launch limited editions or flankers (variations of the original perfume).
The result: olfactory uniformity and an endless product catalog.
VERSATILE perfumes are one-shots and will never resemble the ones that follow.
STANDARDIZED ADS
Here we go again, that damn dream...
Advertising campaigns have long favored a standardized look: fair skin, slender figure and for men, add a square jaw and V-shaped torso.
In 2022, this one-way beauty is out.
You'll never see VERSATILE products in the hands of top models or showbiz stars.
Our versatile muses.
GENDER DIVIDE
"Girls are born among delicate roses and boys among ultra-virile woody ferns"
STOP the gender divide!
Everywhere in stores: pink bottles on the right and blue bottles on the left, you're sure to find what you're looking for.
What if true happiness meant choosing your perfume for its scent, not for the image it's meant to project?
All our products are genderless.
We will never mention olfactory families, so as not to bias your preferences.
No influence, no pressure.
ELITIST PRICES
"Your bank is calling..."
Our consumption habits tend to associate quality with high prices.
By definition, a luxury product has to be expensive.
In real life, treating yourself is good. Treating yourself guilt-free is even better!
Our challenge is to combine creativity, quality and accessibility.
FULLWASHING
"My product is 100% eco-friendly, 100% natural, 100% perfect, and it's only worth €1,000"
Opportunistic claims and a lack of information play on consumer gullibility.
How easy it is to proclaim yourself flawless!
Our challenge? Transparent communication with access to information for all, an overall approach that is as responsible and authentic as possible, and an optimized product (but not a perfect one).
WE ALSO EXCLUDE
Animal-derived ingredients, animal testing, endocrine disruptors, colorants, anti-UV filters, CMR ingredients (Carcinogenic Mutagenic Reprotoxic) and we try to minimize plastic use in our overall development.
