Extraordinary times like a pandemic and local lockdowns reshuffle everything. For beauty brands that means: a suitable offer, e-commerce, high-tech tools, connecting with customers and remaining relevant to them by speaking up and giving back. If anything, the pandemic worked as an accelerator for trends that were already there. Let’s discuss 6 remarkable changes in the […]
A plea for a perfume etiquette
Fragrances have increasingly become a marketing tool. They are omnipresent and that is not a blessing for everyone. That’s why you might want to take a perfume etiquette into account. Everyone smells different Oversensitivity to smells is something very personal. Just as one is more likely to suffer from sound or light, fragrances are also […]
Twilly d’Hermès gives creamy tuberose an original twist
Tuberose is not your average flower. It has a heady, intoxicating aroma with an allegedly erotic power. In the Renaissance respectable young ladies were forbidden to walk in gardens with tuberoses. It is not demure and has a loud personality. Just smell Giorgio Beverly Hills and Dior Poison, two icons of the eighties that feature […]
About the signature style of perfumer Jean-Claude Ellena
After a career of almost half a century, Jean-Claude Ellena retired 3 years ago. Ellena practically grew up in the jasmine fields, where his grandmother picked the flowers. While working as a teenager in a factory where essential oils were made, he learned about other ingredients. He literally breathed their aromas while processing them. That […]