As a perfumer for Roure Bertrand (now known as Givaudan) as from 1935, Yuri Gutsatz created many fragrances for Carven, Dior, or Estée Lauder. In the 1970s, the cutting edge artist claimed a third path in perfumery. “With his writings and firm stance, he really theorized this concept of parallel perfumery. He defended perfumers’ freedom to create without being subject to marketing constraints and, above all, to choose the raw materials themselves, in all palettes,” Clara Feder emphasized.
Revived by son Michel with the support of young perfumer Maxence Moutte, the brand now counts seven fragrances re-released exactly as they were in accordance with the current IFRA standards. This return was made possible thanks to the creator’s iconoclastic vision, this large freedom of choice as regards the ingredients and their sourcing, an eco-responsible approach, and a unique refillable bottle.
As far as communication is concerned, the brand puts an emphasis on the interpersonal relationships with customers and enthusiasts on social media. The brand chose to nurture this close relationship by making their community take part in the whole process, including the choice of the next perfume.
A multicultural vote
Out of the 2,000 formulas making up Yuri Gutsatz’s professional heritage, an invaluable olfactory testament representing a whole career, four were selected for their exclusive qualities and modernity. Today, the final choice is made by the customers, the influencers, and the brand’s lovers.
“We deeply believe that giving the power to our customers – some of them have been loyal to the brand for decades – and perfume lovers all over the world is the most beautiful tribute we could pay to my humanist and cosmopolitan father, a creator of perfumes,” Michel Gutsatz explains.
It has actually been possible for a month -and until June 15 - to submit a request on the dedicated website www.perfumeparty.paris in order to receive samples of the four perfumes selected. Four 3 ml mini-sprays identified with a colour are then sent to the participants, who can express their colour choice on the website.
“People actually make determined choices for one fragrance or the other. They make a blind choice, red or yellow or black, always with much passion,” comments Clara Feder.
The consultation relayed by bloggers and influencers is available in 34 countries in the five continents, and over 300 tests have already been ordered. The winning perfume will be unveiled on June 24, and then offered in limited edition and numbered by hand in bottles that had been chosen by Yuri Gutsatz for the preferential rate of 100 euros for 50 ml.