Premium Beauty News – How does At Home fit into the Serge Lutens universe?
Olivier Tholliez & Marion Doré-Fabius – With At Home, Serge Lutens the architect meets the perfumer through five unique olfactory journeys transcribed in three gestures. Storyteller, immobile traveler, eternal dreamer, he invites us on an olfactory world tour of the Houses he has chosen and whose character has always seduced him: from the meditative Japanese residence to the rocky Scottish house, from the lush Moroccan nocturnal garden to the sumptuous woodwork of an Arab palace, and finally to the familiar, clean and comforting welcome of a linen closet.
Premium Beauty News – What is the link between a Home Fragrance collection and fine fragrances?
Olivier Tholliez & Marion Doré-Fabius – This new collection is the logical and legitimate continuation of the well-thought-out diversification of the brand. After perfumes and make-up, home fragrances extend and intensify the bond between our customers and the brand. This collection presents itself as an obvious option for our extremely loyal customers.
Premium Beauty News – Were the inspirations different?
Olivier Tholliez & Marion Doré-Fabius – The desire to create home fragrances was born from the unprecedented situation that we all experienced during the first containment measures. Feeling good at home appeared to all of us as a need and for Mr. Lutens as a new creative opportunity. Just like the desire to travel while staying at home. Monsieur Lutens likes to situate himself in the tradition of motionless travellers, a theme often addressed in literature. His inspirations are the meeting of his experience, his story, but also his imagination and his desires.
Premium Beauty News – What was her creative approach?
Olivier Tholliez & Marion Doré-Fabius – As an artist, Mr Lutens always follows the same creative processes, whether in the creation of perfumes or the stories associated with them. However, for this collection, he has adjusted his approach because a room fragrance recreates an atmosphere that will be shared collectively, unlike a skin fragrance which will rather highlight a personality or intimate facets.
A peculiarity of the process of creating this range was the need to adapt the olfactory rendering to the different supports. The objective was to perfectly respect the fragrance on the three supports: incense, cartridges for the electric diffuser and vaporizers. We worked with Scentys on the technology of the electric diffuser with perfume capsules. This partner has undeniable expertise in this area.
Premium Beauty News – Why did you choose different mediums ranging from the traditional candle to the electric diffuser, quite new in the Home Scent universe?
Olivier Tholliez & Marion Doré-Fabius – For Mr Lutens, a traditional candle is a beeswax candle that nobly conveys the fragrance. “Commercial” paraffin-based candles totally harm the nobility of essences. The spray solution therefore seemed obvious to us because it faithfully transmits the know-how and olfactory richness expected by our customers. Incense is an invitation to Japanese tradition, to a spiritual experience dear to the brand. For this launch, we collaborated with Nippon Kodo, a Japanese company with more than 400 years of expertise in this field, guaranteeing exceptional quality. The electric diffuser takes the form of a lantern, an object that is part of Japanese and Moroccan traditions. The diffusion system was chosen for the perfection of its olfactory rendering.
Premium Beauty News – What is your view of this home fragrance market?
Olivier Tholliez & Marion Doré-Fabius – Successive confinements have fundamentally changed the way we live, work and travel. We took a closer look at our living spaces, which now take on multiple facets. We enhance them in many ways, including home fragrances, to recreate places of well-being and good living. We are recreating a new art of living adapted to our times.
For example, home fragrances can also be used to enhance and give a special touch to different times of the day: work, relaxation or conviviality. We want to impose ourselves on this market by offering home fragrances in accordance with our values and our strong identity.
Premium Beauty News – Where is this collection at Maison Lutens?
Olivier Tholliez & Marion Doré-Fabius – The pre-launch in store shows us how much this new collection was expected by our customers. It clearly responds to a need to live the Serge Lutens brand throughout the day and in all spaces.
The At Home spray will now be one of the most affordable products in our range. It will therefore play a recruiting role. The home fragrance will be the first step to enter the Serge Lutens universe. Of course, the collection will regularly expand with new supports and new fragrances. We are very confident about the future of this range which will allow more people to join the Serge Lutens live.