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Markets & trends

French creative perfumery: why is it performing better abroad than at home?

An eternal "evil of the French society" which is also affecting this industry? In any case it is the main conclusion of the conference organized by PremiumBeautyNews last week in Paris. An event that will have gathered in the lounges of the Aero Club of France the finest of this particularly creative and dynamic sector. Creators themselves, of course, but also many professionals from the world of ingredients and those in the packaging, filling and formula industry.

But, good news, things are starting to change! On the side of distribution channels first with more and more shops opening specialized in this unique world. On the side of big perfume brands also who are getting involved in the marketing of perfumes of exceptions, and who with this proactive strategy, contribute to better convey this information on another world of perfumes. Finally on the side of suppliers of glass bottles who reaffirmed, on the occasion of this information day, all the good they thought of this sector by striving to adapt their industrial tools to the needs for small batches of high quality required by the creative perfumery.

Regulation: A impediment to creativity?

An opportunity, however, for David Frossard (Different Latitudes) and Francois Henin (Jovoy), to make a comprehensive review of this market in France and of the difficulties related to the lack of visibility of creators vis a vis the consumers. An opportunity also for Valérie Pianelli-Guichard (Comptoir Sud Pacifique), Gilles Thévenin (Lubin), Antoine Vuillermet (Lostmarc’h), and Luc Gabriel, The Different Company, to explain their strategies. The opportunity for Nicolas Olczyk (Rouge Curacao), and Isabelle Ferrand (Cinquième Sens) of letting us enter into this wonderful world of unusual fragrances. The opportunity for Frédéric Lebreux (Ifra), to try and make us see that, this particularly controversial subject, of Regulations must not be seen as an obstacle to olfactory creativity. Finally, an opportunity for packaging professionals, including in particular glass manufacturers to demonstrate their know-how and industrial flexibility enabling them to meet the most audacious technical and artistic demands.

Full report on the debates next week in Premium Beauty News.

Jean-Yves Bourgeois

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