Page 17 - EM - Export Magazine Perfumery Edition

COMPANY

Virginia Cedarwood underline the depth
of Ambrox and the sensuality of Vanilla.
The seductive female fragrance is an
ambery and fruity creation by Nathalie
Lorson, also of Firmenich. Crafted with a
fascinating and daring woman in mind, it
is a captivating fragrance that opens with
crisp notes of Pear and sweet Raspberry,
enlightened by vivacious touches of zesty
Police To Be and passionate man, his own master Italian Mandarin.

TO BE #FREETODARE is the bold name of and very seductive, with a vibrant and The irresistible floral heart brings together
two unique, unconventional fragrances energetic aura.A play of light and shadow seductive notes of Jasmine Sambac
that capture the spirit of a truly new characterize this creation, based on an and Heliotrope, with the spontaneous
generation. uncommon freshness and an intense freshness of Freesia. In the base notes, a
The new Police To Be fragrances celebrate and mysterious drydown. The energy surprising and exclusive accord of Vanilla
the limitless power of youtah, those who of Grapefruit and Mint combine with and Cocoa Beans underlines the sensual
live bravely, fight for their dreams, are vibrant tonalities of Cardamom in the top character of Sandalwood, all created to
determined to achieve their goals and notes. Unexpected notes of White Cedar attract and enchant. Both the fragrances,
never give up. TO BE #FREETODARE is needles and a modern Aquatic accord an Eau de Parfum for Her and an Eau de
proof that nothing is more daring that contrasts the aromatic tones of Geranium Toilette for him, come in the three spray
being authentic: it’s a celebration and while in the drydown fierce facets of sizes of 40ml, 75ml and 125ml.
the freedom to be your true self. The
fragrances are a concentrate of sparkling
and powerful vibes, a genuine desire for
daring. It is a natural instinct that we all
have inside us. The revolutionary skull
bottles are taken to spectacular new
heights with explosive fuchsia for her
and blue for him versions, innovatively
crafted in a chrome finish – a symbol of
youth, energy and of a bold attitude.
The iconic P-Charm becomes even more
precious with the shiny golden/silver
finish. The male fragrance is an ambery
fougère, composed by Alexandra Monet
of Firmenich. It is dedicated to a strong

MORe News FROM MAViVe

The most important goal for 2023 is the start of the construction natural raw materials, sustainable and km 0 packaging and
of the new company headquarters, called Isola dei Profumi, fragrances tested with innovative neuroscientific techniques
designed to accompany the company’s development over the to provide real well-being. In addition, the company’s brand
next decade. A 3500 square metre building that is modern, portfolio has expanded with important new global licences,
design-oriented and has a very low environmental impact, such as that for BMW Group, the world’s leading premium
set in a park with an olfactory and didactic itinerary designed manufacturer of cars and motorcycles that has chosen
to upgrade the industrial context in which it is located. The Mavive as global licensing partner for the development and
Venetian company envisages ambitious growth targets for the distribution of an innovative and creative fragrance line to
next 5 years that will be supported by projects that can sustain debut this year during the TFWA exhibition in Cannes. Lastly,
the company’s vision of international development. They the licence with fashion brand GENNY, which saw in spring
include ALPS (Alps, Life, Pure, Sensations), a new proprietary this year the relaunch of the iconic fragrance Genny Noir and
15
brand developed around the concept of the outdoors and the introduction of two new fragrances in order to expand the
an Alpine origin, linked to the theme of sustainability, with offer in the beauty sector.