Cacharel: The birth of the Amor Amor perfume
updated the 6 October 2015 à 23:59
The tale of the Cacharel perfume, as told by Dominique Ropion’s expert nose.
“In 2003, L’Oréal offered me to take on a double challenge with the upcoming of a new fragrance for Cacharel. First, to expand its olfactory saga, all steeped in the romanticism of Anaïs Anaïs, and the sensuality of Loulou, whilst writing a new chapter of love. Then, imagine a 100% unique “flowery” language to create an identity that resonates with all the stories of young love and freedom-loving women. A real challenge in the field since everything had to be invented from scratch…
In fact, apart from one or two mixed fragrances, or some ephemeral collections inspired by fashion, perfumes for young adults, they are only available as soliflores – vanilla or violet, mostly – for “deo-colognes” and other feel-good perfumes. My daughter, who was 17 at the time, also wore one of those acidic scents. I perceived in it a fairly basic composition, deepened with fruity and sweet scents. Nothing particularly revolutionary, but I nevertheless found my idea from there: gourmet agreements of grenadine and love apple. Obviously, in order not to fall into the trap of being overly “figurative”, tinted with praline and marshmallow, I had to leave behind the caricature of “young perfume”. So with a fusion of pink grapefruit, blood orange and tangerine, I decided not to show any mercy. My ode to love should have character! And even though I did not yet know the design of the bottle – a real grenade! – nor the intent of communication afterwards, I told myself that I, along with the marketing teams, had understood it well.
Amor Amor, completely imbibed with the nobility of a red rose flirting with the glowing jasmine, was declared, after one year of work, as an explosive declaration of love; the mix of sandalwood, white musk and ambergris creating an elixir which no one can resist. In short, a passionate story that lasts without fail for more than 10 years.
PROLONG THE EXPERIENCE:
Amor Amor is also a way to share! On the Internet, social networks… the Cacharel scent invites everyone – romantic or other not– but also artistic expression. In all languages, teenagers regularly leave messages on the Facebook page of the brand. They also upload commercials of the different variations of Amor Amor: Classic, Absolute, Temptation, Forbidden Kiss and Amor Amor in a Flash, and discover the making of music. A sense of community with over 700,000 fans, always online.
Sophie Pasquet
