Page 23 - EM - Export Magazine Perfumery Edition

INTERVIEW

that was the plan. We’ve learned to work together and
to appreciate each other. It is something very important
for Paolo Gerani, after all, it is the brand that his parents
built up and he will not sell anything that he is not happy
with. They had to trust me not to spoil the brand, which
is not only business for them but from the heart as well.
We’ve reached a point now where exchange is equal and
in a good place, but I am very lucky in that I’ve had that
time to grow and not be pressured.

EM: At Tax Free Cannes some important launches
are taking place regarding ICEBERG fragrances.
Can you mention the most recent one and which
is the main connection with the FW23 collection?
JL: The new fragrance is Be Wonderfully You, which is the
new feminine pillar and we’ve refreshed twice, one of
our classic line and we have added two new fragrances.
We believed in that as a line and the brand is fifty in 2024,
so it’s important. We’ve focused on Be Wonderfully You
with the fashion show which was recently held in Milan.
Syd Walker, who opened the show, is also the face of
the fragrance so she was very involved. I don’t really like
to say “world” but it’s about being coherent and there
being a language between the two.
It’s important that they speak the same language.
We are still small enough to keep control of that so it
was important that Syd was part of our world.
When I say “Be Wonderfully You,” I didn’t want it to be
a statement, even the concept of the bottle is meant
to show who you are, I think sometimes you look at a
perfume and you say, “Oh, that’s not me!”, whereas
there are so many different facets to a person…so it’s
about celebrating all of them. That’s my outlook with
Iceberg as well, I want it to be a bit more inclusive rather
than polarizing. The concepts are the same really. great word as well, because it’s both soft and strong.
I have young nieces and I think this is a far more positive It made sense for what I was trying to say and when
method to encourage women to be themselves and be you are being creative, you are trying to enhance your
wonderful in themselves, then it’s a really nice message image to the best, so all of these things make the world
– and a responsibility. stronger and easier to understand. It’s important that
consumers can be part of our world. It’s opening doors,
EM: What is the personality of the ICEBERG Woman not closing them, and that’s my message.
and how does the ICEBERG Be Wonderfully You
fragrance express it through its different facets? EM: Last year you launched a fragrance for men.
We are referring to the fragrance’s composition What is the relationship between the two?
and to its packaging as well. JL: This is the cooler older sister! I am learning as well,
JL: It’s the whole thing. The main concept is that the the older you grow, the more you learn and change and
facets of you don’t necessarily have to be one person here we have the man connected to the girl, and we come
and in the show, we try to show all different types of back to that family spirit; it’s a family of fragrances.
people, so the fragrance connects with the fashion. The statements of both fragrances are positive and
I have to believe in what I do. I think Wonderful is a powerful.

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