Page 33 - EM - Export Magazine Perfumery Edition

INTERVIEW

This collection features recipes inspired by our tradition,
that we have creatively re-proposed according to a
contemporary taste, giving them a reinterpretation that
respects their original style. Le Vainqueur eau de parfum,
for example, was directly inspired by the original recipe
created by François Rancé for Napoleon; while Joséphine
recreates the original recipe devoted to the Empress of
France. At the same time, fragrances such as Désirée or
Sharisme are completely new creations, raised from the
collaboration with renowned Master Perfumers.
Our Maison also features a colourful, sophisticated
collection of shareable eaux de toilette: Rue Rancé.
These fragrances appeal to the contemporary
customers’ taste, are easy-to-wear and young-spirited.
The collection is named after the so-called “Rue Rancé”
(Rancé road) in Grasse.
This was the antique name of the alley where the Rancé
family lived and worked for more than one century.
Rue Rancé fragrances are fancy, colourful and created
in collaboration with renowned Noses, such as Luca
Maffei and Maurizio Cerizza.
Whether eaux de parfum inspired by our Heritage,
or newly-developed eaux de toilette created in
collaboration with contemporary Noses, RANCÉ 1795
fragrances embody aesthetics, literature, art, research.
Creating a skilful balance between tradition and future,
they open the heart to emotions and the mind to fantasy.

EM: we know that Collection impériale is receiving development of international markets is a priority
excellent acclaim, are you planning the launch of a for Rancé?
new edition, for the Tax Free in Cannes? GR: The fragrance business is, by definition, quite an
GR: As our most iconic line, Collection Impériale is the unusual one, as it is based upon the most volatile and
most recognized by our international markets. This year, immaterial of manmade products. Such a coexistence of
we are glad to present our newest creation: Mathilde, an material and immaterial elements, of business and art,
eau de parfum inspired by Mathilde Bonaparte, niece market and design, is what I find most fascinating in this
of Napoleon I and cousin of the future Napoleon III. field. This world is getting more and more important in
She was a patron of the Arts, and an artist herself. A everyday life in all Countries and cultures, as fragrances
deeply eclectic and independent woman, Mathilde was have a strong, positive impact on our identity and
the soul of one of the most celebrated artistic milieux thoughts. Fragrances have become an irreplaceable
of 19th-Century Paris. In her elegant palace, she would component of everyday’s life, both in Eastern and
host the greatest artists and writers of her time: Anatole Western Countries. At the same time, a new “aesthetic
France, Marcel Proust, Gustave Flaubert, Gustave Doré, approach” to perfume was born and Perfumes passed
Paul Baudry were among her guests. She was known from being accessories to representing the very essence
as “Notre-Dame des Arts”, “Our Lady of the Arts”. The of one’s own personality. This approach is shared
fragrance, a vibrant blend of flowers, fruits and woods, not only by our European customers, but in the last
is as colourful and vital as the woman who inspired it. decade has spread more and more through export
markets. From Middle-East to the US, from Far East to
EM: Your presence on international markets New zealand, the customers of today look for “niche”
is remarkable and the visibility of the brand is fragrances, with a true story to tell, and the ability to
strengthened year after year. Can we say that the make them feel truly unique.

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