Bertrand Duchafour – L’Enthropiste, the new brand and the interview
Author: Sophie Normand / original content by PREMUIM BEAUTY NEWS published on 19.12.2022.
After a 40-year career, the man who elevated niche perfumery, unveils a brand that stands as a manifesto, celebrating “the mystery of life rooted in chaos,” from the fragrance itself to the packaging and even the retail space. The brand, a true crowning achievement for the perfumer, fully reveals his artistic dimension.
“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.
X COLLECTION by NISHANE
Mert Güzel and Murat Katran celebrate 10 the birthday of Nishane with the X Collection, which includes five most loved perfumes, reinterpreted: Ani X, Fan Your Flames X, Hacivat X, Hundred Silent Ways X and Woolong Cha X.
The balance, smoothness, and richness of the Nishane’s originals stayed intact; the “old” olfactive profiles remained fully preserved and are unmistakably recognisable to those who know them. However, each new interpretation presents a lighter, airier, and brighter character.
The X in the collection’s name stands for the Roman number 10, but after smelling all the perfumes, I feel that it may as well stand for “X-factor.”
10 years of that, and excellence is the reason for the deep respect.
I like the transparent and slightly floral Wolong Cha X even more than the initial creation, which I love.