Parfums Mugler and Azzaro - both of them being part of the Clarins Fragrance Group - have unveiled the detailed of a new project to produce perfume alcohol in a way that meets increasingly stringent environmental and social requirements.

Launched in 2016 on the Rémicourt farm at Amifontaine near Reims (in the Champagne-Ardenne region of Northeast France), this program started with the plantation of 2209 trees at the edge of the field and within the plot. Based on agroforestry principles the project aims at a balanced ecosystem that protects and regenerates environment. Concretely, the brands are turning their back on industrial monoculture of sugar beets by associating trees and cultures and even animals on a same agricultural site, with the advantage of a local production and a short circuit between the harvest and transformation sites.

Azzaro and Mugler perfumes are committed to produce responsible perfume...

Azzaro and Mugler perfumes are committed to produce responsible perfume alcohol. - Photo: © Vita Khorzhevska / shutterstock.com

The program is based on a simple principle: for an optimal ecological production of the sugar beets that will later be used for perfume alcohol, a balanced ecosystem that protects and regenerates environment has to be created at the production site. How? by planting trees on an agro-forestry model. That is to say, by associating, in the long term, trees and shrubs rigorously selected with various cultures (here, in this case, the sugar beet),” said the two brand in a release.

The plantations are continuing in 2017, however, for the moment, the two brands do not specify when the first perfumes resulting from this new mode of production will be available on the market.

"Luxury according to Clarins Fragrance Group is based on a bold, long-term view of the world, where making each day wondrous and transmitting a heritage to future generations coexist. This luxury is resolutely committed to the planet, without compromising the emotions and dreams that our creations bring. This pioneering project is in perfect keeping with our ongoing commitment," highlights Sandrine Groslier, President of Clarins Fragrance Group.