Louis Vuitton offers "fragrance made to measure"
Jacques Cavallier-Belletrud needs no introduction to fragrance connoisseurs: the master perfumer has created M7 for Yves Saint Laurent and the iconic L'Eau d'Issey for Issey Miyake, among others. For the past six years, he has been the exclusive in-house perfumer for Louis Vuitton.
With a highly exclusive "made to measure" perfume, Louis Vuitton is now offering couture for the nose for the first time. For this purpose, Jacques Cavallier-Belletrud develops his own fragrance according to a personal profile.
Why did you decide to launch Louis Vuitton's made-to-measure perfume service?
Jacques Cavallier-Belletrud: "The tradition of custom-made perfumes has been deeply rooted in Louis Vuitton's DNA since 1854. In the early days, and for years after, it was not possible to buy a piece directly from the store. Clients had to place an order. I wanted to offer our clients the opportunity to wear a unique fragrance designed and made in my atelier. My goal is to create perfumes in the tradition of haute couture."
Personalization, in general, seems to be a major trend throughout the perfume industry.
Jacques Cavallier-Belletrud: "It is the key to luxury, and it will continue to be in the future. I believe we are facing the end of mass production in the perfume industry. Customers want to wear something unique and very personal, and they don't want to smell their fragrance on someone else."
Could you explain what the first consultation with the customer is like in concrete terms?
Jacques Cavallier-Belletrud: "As soon as we can all travel again, I receive customers at 'Les Fontaines Parfumées' in Grasse. But consultations can also be organized abroad. First of all, I have to gather a maximum of information about the person. My goal is to create an olfactory portrait very similar to a psychological profile. I will inquire about tastes, preferences, as well as childhood memories and culinary preferences, and I will also have clients sample scents. Based on this, I can create several formulas in my creative studio to design a signature that best suits the client's personality."
What are the differences between the creative process of a custom fragrance and a classic fragrance you create for the brand?
Jacques Cavallier-Belletrud: "The creation of a bespoke perfume or a perfume for the 'Les Parfums Louis Vuitton' collection is the same for me. In both cases, the creative process is based on an exchange. At Louis Vuitton, I develop fragrances that come from my inspiration, but respond to ideas and concepts that the brand sets.
What is your added value in the field of these special, bespoke fragrances?
Jacques Cavallier-Belletrud: "My job is to surprise and enchant the customer. That is the very essence of luxury: to have a designer who creates something exclusive. I also believe that people also come to me for my personal style. The unique signature is supported by my experience, plus the new service further highlights our artisans in Asnières who make a custom case."
What ingredients will be available?
Jacques Cavallier-Belletrud: "I have a custom perfume case in my office. With it, I can travel anywhere and meet customers. I have a complete set of fragrances and ingredients to let customers try, from natural raw materials from Grasse to emblematic perfume accords."
Will customers also be able to help design the case for storage?
Jacques Cavallier-Belletrud: "As with all chests made at Louis Vuitton, they can be personalized with sundries, including exotic leathers."
So approximately how long does it take to get to your very own personal perfume?
Jacques Cavallier-Belletrud: "The duration depends on each customer. This new service is a tailor-made offer, each customer is specific, and I will do my best to adapt to it and find the most exclusive approach!"
