“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.
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
01/03/2021
Exit the King / Etat Libre d’Orange
Ralf Schwieger, Cecille Matton, 2021.
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.
- Ambra
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- Aromatično
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- Citrusni
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- Slano
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- Blago ambreni
500 years i Spice must flow – Etat Libre d’Orange ruže iz 2019.
Cecille Matton, Mathilde Bijaoui, 2019.
500 years (Cecille Matton) i Spice must flow (Mathilde Bijaoui) izgrađeni su oko grimizne, ambrene ruže, a povezuje ih ideja i priča s karakterističnim potpisom Etiennea DeSwardta.
She was an Anomaly / Etat Libre d’Orange
Daniela Roche Andrier / CARTO – Givaudan, 2019.
La Fin du Monde / Etat Libre d’Orange
Quentin Bisch, 2013.
Možda je poanta u tome da će svijet stvarno umrijeti bez banga! – tiho, indiferentno i frivolno. Lebdeći “miris kokica” ili nekake hranjive, putraste, a umjetne topline doista jest vrlo pronicljiv olfaktivni, a pop-kulturni simbol.
Secretions Magnifiques / Etat Libre d’Orange
Antoine Lie, 2006.
Secretions Magnifique usmjerava reflektor u samo središte naše olfaktivne ranjivosti: od mirisa se nije moguće obraniti, jer ne postoji “sigurna riječ”. Zaigrani ELDO poigrao se sa svjetonazorskim, estetskim, seksualnim i umjetničkim granicama, podsjetio nas da je parfemski “lijepo” i parfemski “ugodno” također kanon i pokazao nam kako je kada se ne radi o igri.
Putain des Palaces / Etat Libre d’Orange
Nathalie Feisthauer, 2006.
Putain des Palaces ukapljena subverzija vrijednosti koje razdvajaju ženskost i ženstvenost, dodjeljuju im strogo kontrolirane uloge i ograničeno područje slobode: kreirajući u “hotelskoj kurvi” miris ženskosti uz miris ženstvenosti, ELDO je prekršio pravilo da se “ne osjeti ništa” i postigao da se “osjeti sve”, a onda to još učinio nerazdvojivim, ukusnim i kulturnim.
Jasmin et Cigarette / Etat Libre d’Orange
Antoine Maisondieu, 2006.
Nevino bijelo-zelen, vrtni i posve neindoličan jasmin i obična, prognana cigareta: u današnjem svijetu koji korektno pazi na sve što smeta i škodi, a svakim danom je toga sve više, ELDO je izravno naciljao činjenicu da je parfem uistinu posljednja linija osobne obrane prava na nekorektnost.