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Coty Partakes as Principal Partner of Perfume Inspired by Contemporary Scents

Published on 2017-06-23. Author : SpecialChem

Coty has participated as one of the Principal Partners of Perfume: A Sensory Journey Through Contemporary Scent, which opened at London’s Somerset House on June 21st.

Coty Partakes as Principal Partner of Perfume  Inspired by Contemporary Scents
Coty Partakes as Principal Partner of Perfume
Inspired by Contemporary Scents

Discovering Fragrance Creators

This major exhibition explored today’s scent scene through the work of ten perfume pioneers from the past two decades. These pivotal perfumers have been carefully selected by Somerset House Senior Curator Claire Catterall and Lizzie Ostrom, the fragrance writer also known as Odette Toilette. Each perfume is experienced through a multisensory installation, with a design inspired by the scent itself.

Outline of Ancient Perfumery

The exhibition began with an overview of 20th-century perfumery. Mirroring the ten 21st-century perfumes highlighted at the heart of the exhibition, the introductory installation also included ten trailblazing scents of the time – one for each decade of the 20th century.

  • It started with L’Origan de Coty (1905), the blueprint for 20th-century perfumes, which – now out of circulation – has been specially recreated by Coty for the exhibition. 
  • It ended with ck one 1994), the original gender-neutral fragrance of western perfume culture that led the ‘clean’ scent trend.

The show also featured a fully functioning perfume laboratory stocked with over 200 ingredients. Visitors were able to interact with and get instruction from professionals, seeing up close the skill and science of the perfumer and take part in hands-on workshops.

Coty Modernizing Fragrance Industry

François Coty was determined to revolutionize the fragrance industry that had seen little change during the 19th century. In 1904 he founded a company that would bear his name and set about reinventing the perfumer’s fragrance palette. Just five years later, Perfume City was born, which was a residential villa outside of Paris that transformed into a grand industrial complex.

Coty understood that to succeed on a larger scale, he needed to reach a wider audience. His strategy was simple: offer a product of rich appearance that was affordable. He commissioned artists and manufacturers, such as René Lalique and the Glassworks of Baccarat, to design beauty products imbued with luxurious quality, never previously available to the masses. The strategy worked and perfume quickly became an international mass-market luxury product. In 1912, he opened subsidiaries in New York and London. François Coty dared to follow his dream which led him to disrupt a market, create a category and inspire a new era in Beauty. And it is this power of the entrepreneur in Beauty that is alive in Coty today.

After more than one hundred years in the business, Coty continues to draw on the creative, entrepreneurial and visionary legacy of its founder to this day.

General Manager, Coty Luxury, UK & Ireland, Alexis Vaganay said:

“Coty is on a mission to bring back the magic of fragrance. François Coty invented the modern prestige perfume and beauty industry and Coty has accumulated unique savoir-faire in fragrances that contributes to our category leader position. We also have an outstanding portfolio of brands and products which enables us to offer the most relevant propositions to our consumers.”

Few Innovative Launches

Coty Luxury had some amazing new launches on many of its brands – Calvin Klein, Gucci, Hugo Boss and Marc Jacobs - to excite and engage with consumers. It was also excited to launch the new scent from Tiffany, a company renowned for extraordinary product design and excellence, and to offer its stylish New York experience to the UK consumer. Tiffany’s luxury heritage lends itself perfectly to Coty’s prestige fragrance portfolio.

Alexis added:

“We are very proud of this prestigious partnership with Somerset House. I am looking forward to this association and how it contributes to our position as leader in the Luxury Beauty category.”

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Source: Coty
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