Perfumism, manifesto
The world is in need of interesting and beautiful perfumes, crafted by creative and skilled perfumers with an ambition to excel. Perfumism takes precisely that approach:
- Perfumism is creating aesthetic perfumes.
- Perfumism is time to grow.
- Perfumism is freedom of choice.
- Perfumism is courage for innovation.
- Perfumism is an invitation.
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Perfumes have become a commodity. What used to be true objects of desire are now shelf items which barely last more than a season. Those that do persist longer are considered classics. Modern chemistry fertilized what could be a bloom period of perfumery and produced pale saplings failing any comparison. Modern perfumery has less to do with actual scents, but is rather created around images and visions suggested by clever marketing, in which perfumes are positioned as art. The large brands are identifying the exclusive niches and producing their own products for that specific market.
In Perfumism however, art set in that context becomes meaningless and niche as a term becomes obsolete. Perfumism stands for accomplished and creative perfumers, who craft genuine scents which are in themselves art to the nose. Perfumism is innovation beyond packaging and marketing, it is building on pure and traditional perfumery. Each individual fragrance is a delicately composed harmonious masterpiece. |
There is a need for perfumism. Perfumism is the art of crafting aesthetical perfumes, which live on the image that their deliciousness provokes in the mind, rather than one suggested on the wrapping. It allows rediscovering low volume, slow and traditional perfumery. Perfumism explains why perfumers need to be independent and how they strive to identify true innovation.
Against all odds, the time seems right to define the kind of perfumery I and fellow perfume creators are establishing, free from artificial concepts and strategies. Perfumism is a style of its own and a demanding approach to perfumery: We create true perfumes that tell true stories. We use the best natural ingredients we can obtain and build on the treasures of synthetic chemistry. We craft our creations with passion and share the joy of exploring scents. We surprise and create bottled beauty. |
Perfumism connects. Amongst perfume lovers we share our knowledge in our pursuit to discover true perfumes. Perfumism is inviting creative perfumers and perfume lovers, joined by their passion for scents and a common vision.
Everyone is niche. We are not. We are perfumers who care.
Michel Roudnitska, perfumer and artist, France
Steven Broadhurst from TOMMI SOONI, Australia
Jean Claude Ellena on Art in Perfumery
The author of "Fragrances of the World" on Art in Perfumery
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