Under the Radar:
Cereus Pour Homme and Pour Femme
Exclusive Interview with Bill Rosenbaum
President
By Michelyn Camen
The width of niche is increasing exponentially and dedicated perfumistos
are experiencing an abundance of riches AND fool’s gold. There was a time,
not too long ago, that finding a great niche fragrance was like hunting for
buried treasure. Today, we have Treasure Island.
With the new exclusive series—“Under the Radar”, we cut through the
clutter of new and emerging brands and uncover hidden gems. It’s
overwhelming just how much ‘new’ en niche…is but with Sniffapalooza
and Sniffapalooza magazine as guides, you’ll be ‘in the know’ about
what’s new AND bottle worthy.
I first discovered Cereus while reading Chandler Burr’s online review of the men’s line in April 2008,
Chandler doesn’t pull any punches and although you may not always agree with his analysis,
everyone at Sniffapalooza respects his reviews.
I was struck by his assessment of Cereus Pour Homme No. 11 which in his own words was
“expertly crafted by perfumer Steven deMarcado”.
Earlier this month, Cereus debuted its first venture into women’s fragrances:
(Writer’s note: Of course we asked, “Who are ‘les nez’ the Collection pour Femme”?
However, Cereus is keeping that information ‘under the radar’)
Cereus Pour Femme No. 3 ~ "Capture the true essence of magnolia blossoms...
A fresh sensual blend touched with a hint of citrus and mingled with soothing petals
of peony and jasmine wrapped with warm notes of musk to create an elegant,
sophisticated scent."
Cereus Pour Femme No. 9 ~ "Flirtatious notes of luscious black currant and juicy
raspberry are commingled with zesty bergamot to create this bright sparkling topnote,
while the heart of the fragrance is built on the richness of Bulgarian Rose. The warm
and sensual background possesses creamy Vanilla whipped with Musks,
Sandalwood and Cedarwood to create an enticingly sophisticated fragrance."
Additional notes include crushed leaves, star jasmine and peony. “
Cereus Pour Femme No. 12 ~ "A delicate and captivating blend that reveals a
voluptuous fragrance combination of black currant, peach flower and watermelon
surrounded by Brazilian Rosewood and vanilla for a mysterious, yet modern sensuality."
My intrepid female testers all found at least one Cereus Pour Femme
(esp. No.9) full bottle worthy!
In our exclusive interview with Bill Rosenbaum, the Founder and President of Cereus Fragrances
we ask for details, details, details:
MC: When was Cereus founded and why? Who is your target customer?
BR: Cereus was started in Feb of 2005. Our mission was to build great product for national specialty stores and establish high quality niche product for the better specialty market under our own brand. The Cereus Fragrance Collection was created to embrace the intrinsic qualities of one who by nature pursues excellence without pretense. The Cereus men and women are defined by the notion that a life filled with extraordinary things, experiences and deeds is in face a much richer life.
MC: Why did you name the line “Cereus”?
BN: The collection's name is taken from the Night Blooming Cereus flower,
which in the most fundamental of ways parallels the Cereus ideal. By force
of its nature and DNA, the Night Blooming Cereus produces an exquisite
and fragrant flower once a year, between June and July, and only at night.
Rarely seen in the wild, this exquisite flower exists in the deserts of southern
Arizona, Texas and Mexico. This exclusive bloom is seen and experienced
only by those who are aware and looking for it. Otherwise, this rare and
unique flower reveals itself with or without an audience.
MC: Do you expect sales to be affected by the downturn in the economy?
Also, WHY are the fragrances numbered and not named?
BR: Fragrances are an accessible luxury indulgence and should perform
well in any economic environment. The fragrances are numbered so the end
consumer draws their own conclusion about each fragrance without the
imagery or romance or pre conceived expectation conjured up by the name.
MC: Which Cereus Pour Homme is your personal favorite and why?
BR: No. 05. I have always gravitated towards classic, fougere scents. No. 5
is a classic citrus, but with a twist. The shaved fennel and Haitian vetiver adds
an edgy accord, while still keeping it classic. For me, it’s the perfect balance.
MC: With so many new fragrance launches, in and out of niche, what
differentiates Cereus fragrances from other scented offerings?
BR: We are clean, linear, sophisticated, and modern without any hype, celebrity
or pretense. Quality is what cuts through the clutter. Cereus is
the fragrance for the man and women who don't buy into the hype. Their values and
actions are based not on the latest fashion trend, but on the
desire to live outside of anyone else's expectations.
The Cereus Fragrance Collection is based on the qualities of fine fragrance.
Our fragrances are formulated by many of the finest noses in the world to
ensure the ultimate in olfactive experiences.
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