Interview with the famous Master Perfumer Anne Flipo

"When designing a Paco Rabanne perfume, are you given specific instructions or, on the contrary, are you given a lot of freedom?

When designing a Paco Rabanne perfume, we are given a lot of freedom.

In fact, what is very important is to have a very strong idea that will impact and surprise them, on which they will be hooked and which they will use in their marketing process.

At the end of their marketing process, their goal is to be able to tell a story from the idea we bring to them. So, we will work on it together and often find a second duo that will contrast the first one, and which will allow us to move forward.

What was your first reaction when you were asked to develop a perfume using artificial intelligence?

Personally, working with artificial intelligence is not really what I prefer… but I think you have to live with it and that it's mainly a marketing support.

We were the ones who hooked them (Paco Rabanne) up with the initial idea of implementing artificial intelligence to “Phantom”. They loved the idea, and this made us win the project as it really made sense regarding the brand’s image.

And then for our future projects, we also propose to use artificial intelligence from the start, to recover a lot of data.

We have integrated AI into our models and our cardex files, which enables us to quickly recover a lot of data and run our formulas to see if they perform better, or to select certain items that will help us win tests, etc. It's mainly in this perspective. However, nothing will replace us!

How do you think artificial intelligence impacts the image of the Paco Rabanne brand?

I think it works very well with the Paco Rabanne brand, because they are an avant-garde brand first and foremost, just like their creator Paco-Rabanne. So if it's well done, it works very well and it's coherent.

What do you think makes a perfume successful?

A good marketing mix, I think, is the key for the perfume as a whole.

And on an olfactory note, what makes it successful, as Frédéric Appaire one of the former marketing directors of Paco Rabanne said, is something fresh and pleasant in the head, powerful in the base, broad and sensual."

Analysis

Anne Flipo is known for being one of the greatest perfumers in France, and in the world.

Thanks to the information collected in my recent article about AI with the Phantom project, I could contrast Anne Flipo’s sayings with the information collected from the internet.

Anne gave me a huge insight regarding the brand image Paco Rabanne wanted to project, and why the inclusion of artificial Intelligence in this project made so much sense. She also gave me a better understanding of how they actually used the cardex files for their creations.

She insisted that AI is not included to replace the Perfumer’s job, but only to support it by giving new unexplored ideas, hence innovating in the way we can satisfy a customer. It is a tool we need to welcome with an open-mind, and who will become indispensable in the future for any industry.

By Clara O'Mahony

29/11/2021

Interview : Maison Francis Kurkdjian

Jane, a 25 years old fragrance lover who has a Baccarat Rouge 540 as her signature scent, informed me about her feeling toward the brand and her favorite fragrance.

"Tell me about this perfume and your experience using it.

It's hard to find a scent that everyone seems to love, but Maison Francis Kurkdjian, I think you did it with the Baccarat Rouge 540 perfume. The intoxicating scent is far from your average scent. I feel like I don't only pay for the ingredients in a fragrance but the creation, knowledge, and passion of the perfumer. It is unlike any other fragrance that can be found on the market usually. The performance of this perfume is amazing as it is brutally long lasting whether I spray on my skin or my clothes. It is quite versatile as well. I can wear this perfume all year round, at anywhere any time of the day and it is also unisex. Through their notes, the craftsmanship they put into them, and the emotions they evoke. And that's certainly a story I'll never forget, but it wasn't the first time I wore a fascinating scent. One day I was walking around the city by myself and there were times that people chasing me down the street just to asked what perfume I am using. It is a compliment magnet! I always receive tons of compliment when using this perfume. I know someone who use Baccarat Rouge 540 perfume and they had a similar experience.

So, what about the smell of Baccarat Rouge 540?

Well, it's always an eye-catching scent, but it doesn't get in the way. The floral woody aroma is subtly decadent, with a powerful and sophisticated scent. The unique notes of jasmine, amber and cedarwood harmonize so well that many cite it as one of the few truly universal compliments for men and women. The price is certainly higher than most fragrances, but the cost per splash (and compliment) is totally worth every penny you spent. A drop of splash and a sparkling scent on your wrist lasts all day. For me, it is a cozy second skin with immense performance.”

By Supichcha Pam Wanichchokij

29/11/2021

Data Visualization Tool

Maison Francis Kurkdjian has been around for over a decade. The niche perfume house has gradually infiltrated the market and their olfactory echo in customer demand for exquisite and distinctive creations.

According to the data visualization tool, the name of the luxury perfume house, Maison Francis Kurkdjian, has been mentioned widely and has over 318 million reaches in the last two years.

There are over 73% are mentions which are positive on different forums where customers talk about their experiences using Baccarat Rouge 540 which is one of the most famous fragrances of Maison Francis Kurkdjian.

While 23% are neutral mentions which are mostly advertising, brand and products introduction of various sites.

Preferences of scents are varied from one person to another, there are negative mentions. Baccarat Rouge 540 is a very concentrate molecule perfume. However, that could cause some customers and perfume lovers to notice the hospital smell as mentioned on reddit.com.

Regarding the genders, this scent is favored by both genders. 51% are men aged 18-25 years old and 49% are women aged 18-40 years old however, majority is 26-40 years old.

In terms of geographic, most of the mentions are from United States.

By Supichcha Pam Wanichchokij

29/11/2021