Spencer Krenke, Principal & Perfumer
Saint Parfum Authentic Scenteur
“Although I've created many beautiful and very successful personal fragrances, my passion is for home fragrances specifically. Home fragrances and personal fragrances are to be approached differently; I don't care for personal fragrances which have been transformed into a home fragrance. There are of course, always exceptions to this rule, but in general, I don't want to come home to the smell of me.
As you know, we will launch the personal fragrance service next year. The decision to delay the "personal fragrances" is in fact, due to economic conditions. It's simply not a good time to launch another personal care fragrance no matter how unique our approach to fragrance is.
On the question of how economics will play into the role (for any Home Fragrance) brand, retailers are VERY concerned about the economy and what it means for them and rightfully so. We have opened 20+ doors in the last 3 weeks, and those retailers tell us it is the unique aspects (custom blends, real-authentic and unique fragrances) that are the reason they have chosen to launch with us, despite economic conditions. Most luxury retailers are looking for something unique to focus on, versus the brands so readily available at many retailers now. Many have chosen Saint Parfum as THE brand they will focus on in the future.
Saint Parfum home fragrances are of course, noticeably "authentic", for which they are named. While this is a "simplistic goal", creating authentic or true scents is a very difficult task for a home ambience perfumer. We have been perfecting our fragrances for over 15 years, and we feel it represents a "missing" segment in the industry. Saint Parfum is unique, yet real, authentic and extensive.”
Writer's Raves: ST. PARFUM'S Madagascar Amber 250ML Reed Diffuser and Fresh Cut Bouquet 65 HOUR Candle
Available at New York
Barneys New York (Madison Ave)
660 Madison Ave
212.826.8900
The “New” Luxury: Home Fragrance
Part One- BURN Candles, Saint Parfum Authentic Parfumeur and Amourelle Paris
If the ‘old’ luxury represented status symbols and designer brands names, the ‘new’ luxury represents
simpler pleasures, such as scenting a room. Luxury was once defined by how much stuff you have,
now with uncertain economic times and longer hours at the job, quality of life is the new currency.
Home fragrance is an exciting and rapidly increasing segment of the fine fragrance market and an
important addition to any perfumistos’ lifestyle. In exclusive interviews with established and new home
scent companies and owners, Sniffapalooza Magazine talks to industry innovators about their products
in a three part series devoted entirely to home fragrance … candles and home ambience scents.
Robin Coe-Hutshing
Co-Owner and Founder of Burn Candles,
Memoire Liquide and Creative Director and Founder of
Studio at Fred Segal
MC: With the down turn in the economy, do you believe home fragrance will grow as a
category and if so, why?
RCH: I have always believed that in a challenged economy Fragrance, Home Fragrance, cosmetics
and the like are affordable luxuries. People may be nestling into their home spaces more –rather than
spending money on restaurants, clubs and travel-so these types of niceties are even more important
to make the home space feel welcoming and chic.
MC: Why an entire line devoted to candles?
RCH: BURN was created to be the ultimate, sophisticated luxury candle and satisfy my own
desire for a simple vessel , clean burning, complex, non cloying but intense scents,
that fit with my modernist décor-yet could be at home in any space.
An inveterate candle burner, I was sick of turning candles around to hide labels in various
corners rather than put then where I really wanted them-so they didn’t detract from my clean
home design . I felt that there was a void in the market place at the time. Hence, a brand was born.
I guess I was right- BURN has caught fire and since then, many other people have decided that the
candle business is a very good idea!
MC: How does BURN cut through the clutter of candles in the market?
RCH: People are very attracted to our exterior packaging-but the real star and reason for
our success is the fragrance and performance. My sister Jennifer and I painstakingly crafted every
scent until it was exactly as we dreamed it should be.
Having been fragrance developers, we designed them at the same quality level as Fine Parfums
with multiple notes, so as they burn, the experience is truly rich and multi layered. What truly
sets BURN apart is that the performance is consistently excellent and the fragrances are of the
highest quality in the marketplace. The customer truly gets their money’s worth-which is very
important at that price range.
Customers can really tell the difference: there is no tunneling, and really burns for 100 hours when a few simple instructions are followed. This actually makes it a better value than candles that are less expensive. WE are sticklers for quality control-from being at every press check to make sure our boxes are beautiful-to making sure that the wicks are placed properly. This is truly an artisnal brand. Because of all of this attention to detail, there are many very loyal BURN devotees out there.
Safe Burn Tips from Robin:
•
Don’t leave candles outdoors overnight. If exposed to moisture, they may not relight. Water that becomes overheated and trapped by wax can cause wax to spatter or explode.
Don’t leave candles outdoors overnight. If exposed to moisture, they may not relight. Water that becomes overheated and trapped by wax can cause wax to spatter or explode.•Keep candles away from all flammable objects. Don’t place them in windows where curtains can reach them. Never place candles on or near Christmas trees.
Keep candles away from all flammable objects. Don’t place them in windows where curtains can reach them. Never place candles on or near Christmas trees.•Never use a candle as a light source when checking pilot lights or fueling equipment.
Never use a candle as a light source when checking pilot lights or fueling equipment.•Don’t use a candle when looking for something in a confined space.
Don’t use a candle when looking for something in a confined space.•Avoid clustering pillar candles too close. Keep them at least 3 inches away from one another.
Avoid clustering pillar candles too close. Keep them at least 3 inches away from one another.•Use candleholders that are sturdy, won’t tip over easily and won’t be knocked over by children or pets.
Use candleholders that are sturdy, won’t tip over easily and won’t be knocked over by children or pets.•Always burn candles on a heat-resistant surface.
Always burn candles on a heat-resistant surface.•Always put votives in a container.
Always put votives in a container.Writer's Raves: BURN's Balinese Woods and Himalayan Black Tea 100 HOUR candles
BURN Candles are Available at: WWW.BEAUTYHABIT.COM
STUDIO at Fred Segal, 500 Broadway, Santa Monica, CA 90401, 310.394.8509
Amourelle Paris
La Nez : Mlle. Armelle de la Tour, Creative
and Olfactive Director
MC: Why did the Company choose to debut ‘healing’ home fragrances ?
AP: Being a great believer in the use of essential oils as medication for the soul, we created a collection of perfumed candles with the millennium-old tradition of healing and care with essential oils at its core.
Home fragrance is your little luxury…for the pleasure of the 5 senses: it will bring you with each aroma benefits private pleasure, while being a truly beautiful object to decorate your home.
In Europe, the corrective power of essential oils was rediscovered in XXth century by French Gattefossé which introduced modern notion of “Aromatherapy”. Indeed, aromatherapy by its holistic concept of the ‘individual’ (unit of body, mind and soul) also is beneficial in treating chronic physical symptoms, which are only simple manifestations of psychical and somatic imbalances.
We developed a range of pure perfumed aromatherapy candles. We chose the finest essential oils at our atelier in Grasse (France) and worked renowned "Noses" in the world of the perfumery; we offer a range of pure perfumed candles in keeping with the Gallic heritage of highest quality.
MC: Any advice as to which fragrances works best in a specific room of the home, i.e. bathroom, boudoir, kitchen, living room?
This is a great question and very important to balancing our home lives and our relationships:
Living Room: Orchidée Noire (black orchid)
The flower of black orchid and Ylang Ylang, by their oriental and erotic powerful scents, will take you on the ways of absolute relaxation. This balancing scent is perfect for the living room, bringing you absolute relaxation with sophisticated and elegant fragrances.
Bathroom: Bergamote (Bergamote)
The bergamot has an anxiolytique and comforting effect. Its comforting virtues on the nervous system, reinforced by the presence of bitter orange, join the bright freshness of the grapefruit to dispel anxiety, depressive states and to re-dynamise mind.
Boudoir: Tubéreuse Royale (Royal Tuberose)
The flower of tuberose by its sensual magic perfume, linked definitely with Egyptian Jasmine and Yellow Mimosa which reinforce his enchanting and aphrodisiac power, stimulates dismissal, raises inhibition and help in struggling with lack of confidence. This fragrance our “Madeleine” from Proust, that allows you to escape to a very private moment in your boudoir.
Kitchen: Figue Patchouli (Fig Patchouli)
The black fig liberates fruity poetic and sunny notes as Mediterranean summer: a state of well-being envelops you as the caress of the sun. The leaves of patchouli accentuate this feeling of energy. These energizing notes bring sun and joy into your kitchen.
Bedroom: Gardenia (Gardenia flowers)
The flower of gardenia, a very sweet perfume with anti-spasmodic effects, linked to the flower of orange tree and to Ylang Ylang, will bring you an intense feeling of relaxation.
Patio: Lilas Rose (Lilac Rose)
The lilac blending with rose (the flower of Love), has an energising and harmonizing power: it helps to open our hearts to others and to ourselves, bridging indoors with outdoors.
MC: What is the secret behind the beautiful scent of your Orchidée Noire candle?
AP: You have dozen of established brands with orchid candles, that’s right. Our Orchidée Noire is THE ultimate orchid, a very rare kind of orchid, difficult to find around the world. Because our credo is “difference is the ultimate luxury”, we decided to offer this jewel to our customer.
Amourelle Paris Orchidée Noire is our new scent for our home fragrance Bakelite collection.
Our French nose worked a sophisticated olfactory pyramid to make Amourelle Paris Orchidée Noire candle a truly unique orchid dedicated to the “connoisseurs”:
- On top, blackpepper and juniper berries are highlighted by cinnamon bark.
- On heart, the sensuality of Bourbon orchid is balanced by jasmine and ylang-ylang…
- While base notes reveal precious woods, mysterious balms and delicate musk
MC: Do you plan on expanding Amourelle Paris’s offerings ?
AP: We plan to develop Amourelle Paris Amber Diffusers for 2009, a collection of unique and ‘scentual’ amber fragrances, dedicated to luxury and karma. Our difference is the” ultimate luxury” (our credo for 15 years). That’s why, this new product is so different; with its stamps of modernism, its colour, materials and shapes, the Amber Diffuser is the a perfect “jewel” to scent your home and will be a key element in our Amourelle Paris collection. Not superfluous, just the essential: Perfume and you…
MC: Do you feel that the economic issues we are facing today are a plus or a minus for home fragrances?
AP: When times are hard, people like to feel the pleasure to be at home where they feel safe and away from the negativity and stressful environment. At home they find their comfort zone with family, friends …and always need …a little luxury.
Writer's Rave: AMOURELLE 's Orchidée Noire 35 HOUR Candle
PART TWO OF “THE NEW LUXURY: HOME FRAGRANCE” series continues in our next issue and features JOYA, CHERCHE MIDI, and NEST By Laura Slatkin.
(Photo Courtesy of Clive Christian of England)
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