In 2016, Louis Vuitton (LV), the French fashion house has launched their line of fragrance, and it comes in seven exotic scents – Rose des Vents, Turbulences, Dans la peau, Apogée, Contre Moi, Matiére Noire, and Mille Feux. In March 15, they officially announced a new one, Le Jour Se Lève, or in English means “the day begins”.
The latest perfume intended to smell like when you are in a break of dawn, and see the warmth of the sunrise. If the first seven perfumes are meant to be evoking your emotional side, LV’s master perfumer Jacques Cavallier Belletrud, wants to evoke optimism for the eighth scent. He chose mandarin as the main ingredient, “Mandarin is a marvellous citrus fruit because it’s possible to diffuse from it simultaneously the optimism of its flesh, the freshness of the zest and the floral aspect of the tree.” To complete the whole imagination when you smell the scent, Belletrud also chose sambac jasmine from China. Like the rays that warm the horizon, a chorus of musk gently asserts itself.
Keeping up with the previous seven scents, LV also made the perfume’s case in a clear bottle, along with its four refills. These modern magnetic refills clip onto the spray bottle intuitively. In less than a second, the travel bottle is prepped and ready to venture to the four corners of the earth.
As for the case, LV kept it in line with the rest of its fragrances, designed so simple and not easily perishable by Marc Newson. The designer who also known for his design of Apple Watch, has created the magnetic bottle cap. LV also provide the mini trunk, “flaconnier” in classic monogram to keep your perfumes. Whenever you are running out of the perfume, you can go to LV store and have them refilled again from perfume fountains specifically developed for these bottles. In just a few seconds, the empty bottle is filled with perfume with just a click, and without any outside contact, like futuristic capsule. This is also a way of paying homage to Les Fontaines Parfumées, Jacques Cavallier Belletrud’s creative atelier in Grasse, where a century ago one could refill bottles at the source.
TRACKS OF LV FRAGRANCES
- LV has been in the world of perfumes since 1927. Their first creation was Hours d’Absence. After that, they launched another one called Eau de Voyage in 1946. Now, both has been discontinued.
- Their best-seller from the new LV perfumes series so far is Matière Noire a.k.a as dark matter. One of the ingredients Belletrud uses is the most precious wood, Laos agarwood, which comes from the extract from the dust of mushroom-infected trees in Laos that must be infected for a minimum of 25 years.
- A century ago, one could refill bottles at the source in Les Fontaines Parfumées, Belletrud creative atelier in Grasse.
- As a brand that started as a travel goods from 1901, the fragrances are still holding to its roots, and you can trace the smell of authentic Louis Vuitton leather which comes from Grasse, especially in Dans Le Peau and Mille Feux.
- Jacques Cavallier Belletrud as the master perfumer uses high-tech extraction technique, a liquid CO2 extraction, a system exclusive to LV.
- Belletrud combines a lot of different kinds of white flowers for the perfume’s range. One of the ingredient that he found special is the smell of tuberose. He and his father who also a master perfumer, shared their fascination of a flower that you can find a lot in Indonesia, “I have two thousand pounds of jasmine and one thousand pounds of tuberose in different parts of the garden. We were crossing the garden at midnight together, and the smell of the jasmine was mixing with the smell of the tuberose. The smell of the two — you know, nature sometimes offers the best inspiration.”
- In Contre Moi, Belletrud is using vanillas from Madagaskar, and tahitensis vanilla or known also as Tahitian, which comes from Indonesia.