Scent of luxury

Scent of luxury 

SYNONYMOUS WITH LUXURY, CARTIER HAS BEEN PATRONISED BY THE LIKES OF ROYALTY AND STATE HEADS THROUGHOUT ITS ILLUSTRIOUS HISTORY. ORIGINALLY, A JEWELLERY BRAND, THE REPERTOIRE TODAY ALSO INCLUDES FRAGRANCES IN ADDITION TO FINE JEWELLERY, WATCHES AND ACCESSORIES. WE RECENTLY CAUGHT UP WITH MAZEN BAKI, EYEWEAR AND PERFUME COMMERCIAL DIRECTOR, CARTIER MIDDLE EAST, WHO SHARED MORE ABOUT THE LATEST FRAGRANCE LAUNCHES FROM THE BRAND

Excerpts from the interview DECLARATION IS ONE OF THE MOST POPULAR FRAGRANCES BY CARTIER. WHAT MAKES IT SPECIAL? Declaration is our classic fragrance, which is very wellknown. It was launched in 1998 and is still growing. It’s literally a phenomenon in the perfume industry. The notes are fresh and spicy, which give it a distinct flavour. We are also launching a new version of the fragrance. By changing just a few ingredients, a completely different feel has been created. The preliminary feedback says that it’s doing extremely well. It’s available in most markets, but unfortunately not yet in India.
WHAT ARE THE NEW OLFACTORY TRENDS THAT YOU HAVE NOTICED? Today, nothing is restricted, be it in terms of ingredients or design. For instance, earlier, floral elements were very popular. Now, everything is possible, whether it’s the type of ingredients, type of bottles, etc. There are also a lot of innovations taking place in marketing campaigns.
CAN YOU SHED LIGHT ON THE NEW CARTIER LAUNCHES IN INDIA? We’ve just launched Baiser Vole in India, which is also becoming a success. Another one of our pillars is Eau de Cartier for which we’ve created an extension. We have the classic Eau de Cartier EDT as well as the concentrate. Essence de Bois was launched last year as well. And now, we have the Goutte de rose which is based on rose. What makes it different is that it’s light, yet long-lasting. It’s a fresh fragrance. The base of Eau de Cartier gives it distinct freshness. Despite being light, you can feel the essence of rose. We also have an essence of Baiser Vole, which is very concentrated. The bottle looks classy; there’s no writing — it’s engraved.
FOR OUR READERS, CAN YOU SUGGEST TIPS ON HOW TO APPLY A PERFUME CORRECTLY? I recommend that a fragrance should be used with its bath and body line. This holds true more so for ladies. When she’s wearing a perfume and wants to enhance the fragrance, the bath and body line really helps. They also say that if you apply fragrance to your hair, it stays for a long time, but one must take care, as I believe it damages the hair.
WHAT DO YOU THINK IS A COMMON MISTAKE WHEN IT COMES TO APPLYING A FRAGRANCE? There is a mechanism called adaptation. After smelling a certain scent for about 10-15 minutes, the nose stops being receptive to it. So, while, you won’t be able to smell the perfume, other people around you can. Most fragrances have this feature. It’s something that people should keep in mind. People often make the mistake of spraying the fragrance over and over again, because they can’t smell it. Some fragrances fight this adaptation, and are mistaken as long-lasting.
    Another mistake I’ve noticed is that often people confuse the terms ‘timeless’ and ‘classic’. ‘Classic’ essentially refers to an old perfume. But some perfumes that are not classic are timeless, such as Declaration. So, don’t get confused between the two.
HOW WOULD YOU DESCRIBE YOUR EXPERIENCE AT THE TFWA WORLD EXHIBITION? The exhibition is an excellent place to interact with people. One may not get a chance to visit all markets, so here you have the opportunity to meet people you sometimes haven’t met in years. It’s a platform to see clients from all over the world.