03/03/2025

“How to stand out?” – the masters of controversial marketing answer the hottest question

The panel discussion on Esxence 2025: “How to position your brand for maximum attention from press, influencers, journalists and retailers?”

The question remains unanswered, as it should be, because there is no universal solution that fits every brand.

However, Etienne de Swardt (Etat Libre d’Orange) and Jun Lim (Borntostandout), the masters of controversial marketing, gave the most illuminating talks on standing out in a highly competitive and overcrowded perfume market.

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23/02/2025

From the Esxence 2025 stands

Cristiano Cavagna, Dusita, Frassai, Francesca Bianchi, Source Adage, Free Yourself, Coreterno, Eau de Boujees, Vallense, Blackcliff, Sarah Baker, Hiram Green, Borntostandout, Fugazzi, Double Dragon, Emil Elise, ELDO, Filippo Sorcinelli
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01/03/2021

Exit the King by Etat Libre d’Orange

Ralf Schwieger, Cecille Matton, 2020.

ELDO’s metastory – from portraits and controversy towards the absurd. The new chypre, created by Ralf Schweiger, has got a catche in the description.
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22/07/2020

Fils de Dieu by Etat Libre d’Orange

Ralf Schwieger, 2012.

Fils de Dieu by Etat Libre d’Orange (Ralf Schweiger, 2012.) is one of my favourite summer fragrances.Balsamic, citrusy, aromatic, warm, slightly savoury, coconutty. The bottle is almost empty, and I am still enjoying it as much as I did in the summer of 2013.

Fils de Dieu by Etat Libre d’Orange (Ralf Schweiger, 2012.) is one of my favourite summer fragrances.
Balsamic, citrusy, aromatic, warm, slightly savoury, coconutty.

The bottle is almost empty, and I am still enjoying it as much as I did in the summer of 2013.

21/01/2020

500 years and Spice must flow – Etat Libre d’Orange’s roses from 2019.

Cecille Matton, Mathilde Bijaoui

From 2006., when first Etat Libre d’Orange perfumes were launched, until 2019., ELDO presented only one rose-centred perfume: striking Rossy de Palma Eau de Protection. But in just finished 2019. Etienne de Swardt – bang! – launched three roses: 500 years, Spice Must Flow and Experimentum Crucis.
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17/09/2019

She was an Anomaly by Etat Libre d’Orange

Daniela Roche Andrier / CARTO of Givaudan, 2019.

She was an Anomaly is marketed as the first perfume successfully conceived and delivered by young, thus still not completely unsupervised, AI – Givaudan’s CARTO.
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