by: Sergey Borisov
Friends and readers! Not so long ago, I found an interesting video of Le Jardin Retrouve. In several episodes, it was told that Michel Gutsatz, the son of a Roure Bertrand Dupont perfumer, who had restarted his father's brand, unexpectedly discovered an extensive archive of the perfumer. He found about 2000 original perfume formulas written and typed by Yuri Gutsatz, stored in numbered folders. What to do with the formulas created by the owner of the first niche perfumery brand in history (which Yuri Gutsatz called the "third perfumery", unlike the luxury and mass market)? What would you have done?
Maxence Mutt, the young Givaudan perfumer who helps Michel to translate the old formulas into life as accurately as possible, first viewed about a hundred formulas and selected 15 of them to mix in his laboratory. I do not know what principle he used - perhaps the formulas do not need to be greatly altered and rearranged, or maybe these were characteristic formulas for their times. The main thing is that these fragrances have ceased to be formulas on paper and have become something that can be sniffed and appreciated. The perfume formulas were created by Yuri throughout the 70 year period of his career, from 1935 to 2005. (By the way, some of the formulas can be read on the video in still frames!) Then the whole Le Jardin Retrouve team smelled these perfumes.
Now what? Michel and his wife Clara are proposing to turn this archival discovery and legacy of the past into something quite unique and special. As soon as four fragrances became love from the first breath for the Le Jardin Retrouve team, they decided to offer the right to choose WHAT NEW AROMA TO RELEASE to their customers and brand lovers.
500 people around the world will receive samples of 4 fragrances for free, they will be able to try these "sleeping beauties" prior to all the rest of the world, and choose their favourite. After that, direct customer voting will give us the new fragrance name to be launched by Le Jardin Retrouve. The winning fragrance will be released worldwide in October 2018.
How to become a participant of the project? How to become an art-director of a niche brand (well, an art-director's assistant)?
Michel Gutsatz and his wife Clara Feder
First, you need to become a member of the Facebook group "Le Jardin Retrouvé & You" - it's a fast and convenient way for the brand to communicate immediately with all lovers of its perfumes.
Secondly, follow the news in the group, and sign up for participation in the project. Only 500 sample sets of the four fragrances will be made - according to organizers' calculations, until April 7. Samples will be sent free of charge - however, mail delivery will have to be paid by recipients. After that, we will have some time for sniffing at home, and then an online vote will be organized. The winning fragrance will be known on April 24, 2018.
Thirdly, the voting participants will be able to pre-order and buy the perfume in July 2018, and at a lower price. The fragrance will be available worldwide in October 2018 only.
Judging by the existing Le Jardin Retrouve collection, to make it complete, I'd add perfumes based upon tobacco, gardenia, ambergris... I would bet on these new samples. But I admit that I want to try four new scents, awakening from lethargic sleep, from Le Jardin Retrouve. Of course, I have been a fan for more than a year! And, when was the last time you were asked to choose what new perfume a niche or luxury perfume brand should launch?
Sergey Borisov has been involved in perfumery since the early 90`s when he had his own perfume-devoted program “Close to Body” on Krasnoyarsk radio (1993). As a perfume enthusiast (known as moon_fish), he became famous in Russia for his translation of Luca Turin's Perfume: Le Guide. He made a career as a fragrance journalist and contributed to distinguished magazines such as GQ, Vogue, Elle, Cosmopolitan, Interview, Forbes, Allure, Robb Report, Flacon, Departure, RBC-Style, TSUM-Magazine (2008-2016). His own online columns for RBC-Style.ru, Vogue.ru, and GQ.ru (2006-2015) have earned him international recognition and an invitation to be an editor for the Russian edition of “The Little Book of Perfumes” by Luca Turin & Tania Sanchez. Sergey Borisov was invited as a speaker at Esxence 2012 (Milano) and Intercharm 2015 (Moscow). In 2013, Sergey joined the Fragrantica team.