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You also cannot be bizarre

Posted by Robin on 18 June 2018 4 Comments

The DNA of Louis Vuitton is really to dare. It’s innovation from a technical point of view, but also the recognition that you cannot be successful if you don’t dare. You cannot be successful if you are not new. But with perfumes, just like a dress or shoes, you also cannot be bizarre – there are codes you need to respect. With a pair of shoes, they have to be comfortable, especially if they are expensive. For perfume, you need volume, allure, signature and sophistication. If you have those four, you can do whatever you want.

— Perfumer Jacques Cavallier Belletrud talks about the men's fragrance market. Read more at Louis Vuitton’s Jacques Cavallier Belletrud: a poet of perfume at The National.

Filed Under: perfume in the news
Tagged With: jacques cavallier

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4 Comments

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  1. kpaint says:
    18 June 2018 at 10:34 am

    I was momentarily stunned when I read “with a pair of shoes, they have to be comfortable, especially if they are expensive”… until I realized he was talking about the men’s market.

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    • Robin says:
      18 June 2018 at 10:50 am

      Ha, so true!!

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  2. rickbr says:
    19 June 2018 at 12:16 pm

    Translating: you can only dare in marketing, in formulation you have to follow the trends.

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    • Robin says:
      19 June 2018 at 8:29 pm

      That’s pretty much it right on the nose.

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