“The first fragrance I worked on was King Kong, in the 70’s, it was a real crazy idea. The bottle was inspired by Sake bottles shapes, and the scent was strong and spicy.”
The world of olfactory scents is so intriguing and unlimited. How and when did you discover that you have this sense of mixing them perfectly in successful perfumes?
I actually have very little sense in terms of olfactory skills, I can only tell what I am looking for. But the very talented noses I have been working with, have the magical skills to put words and sensations into a real scent. I really admire their work. In the process, I am here to give some directions, and make sure that the end result is coherent between scent, bottle, and packaging. I always loved fresh scents, this is why I tend to always go that direction.
What was your first perfume made of? How would you describe your first experience playing with scents?
The first fragrance I worked on was King Kong, in the 70’s, it was a real crazy idea. The bottle was inspired by Sake bottles shapes, and the scent was strong and spicy. We had some complications when we launched and the fragrance didn’t work, but we learned a lot. I always admire the work of noses and their talent. The way they combine ingredients to achieve and reach what is wanted is pretty complex. They have a certain sensibility that I admire.
How can you describe the entire process of creating a fragrance? Which are the creation stages, starting from inspiration to the final product?
It is a fairly complicated process and you need to be pretty creative. It is very difficult to find some coherence between the bottle design, a matching smell and the good packaging. Creating a fragrance can be really quick if you really are inspired or if you have a vision, or it can take many years, if you can’t make a decision.
The work process to find a reason, a story for the concepts, where you want to go, and what you are looking for, to bring that specific fragrance, it’s not always easy. But if you ask me what is my favorite part of the process, I believe it is working with all the people involved in the creative process. It is really a team work.
As for LIFE, working with AVON, was fantastic. I loved working with all these talents, I believe we made a pretty good product. I am very proud of it.
Speaking of LIFE, which are the elements that give that memorable touch to these two fragrances, for her and for him?
I wanted to bring a product that was full of positivism. It was important for me. I didn’t work on a fragrance process for several years now and it’s a kind of project, I always love to handle, it’s very challenging.
For LIFE, we used my family’s crest as a symbol for both fragrances. We wanted to work around joy, positive, with something bright, that would reflect the good times in life. I also wanted to bring something a little classic with the touch of modernity.
We were looking to make a fresh scent, elegant, a fragrance that you could wear at any moment of the day.
The entire teams have done a fantastic job, and the whole process took several months until we made the final decisions. It was definitely a lot of fun for me to work on AVON LIFE.
Why did you name them LIFE? What’s the story between the scents and the name?
Name and fragrance, is always a complex aspect. We were thinking about positivism as I mentioned, and we wanted to reflect a certain way of thinking. We originally thought about naming it: live life beautifully, but it was a little too long and little too narrow. So AVON made it possible to just name it LIFE which I thought it was very striking, broad, was a perfect name for a first fragrance with them.
LIFE is such a general term, and a very strong words at the same time. It is the epi-symbol of everything on earth, and at the same time so positive.
Which is actually the essence of life in the Japanese culture?
Japan is a hard-working country, with the strong cultural backgrounds and ethics. There is a certain amount of respect to its history and traditions. Japan is a country that looks to innovate. The culture of fashion and trends is very strong and consumers are very picky.
Which are the scents you like to play with mostly? What Japanese ingredients do you like to use in your creations?
I don’t try to use particular Japanese ingredients but I try to have a touch of Japanese culture. In Japan not many people wear fragrances, it is not very common and it’s not part of the culture. But the young people are starting to work one more nowadays.
Usually I try to input more of a Japanese touch into the design than the scent, the culture of fragrance is more Occidental one and I believe they have a better knowledge in that specific field.
How do you imagine the woman and the men who use LIFE? How do they mix this fragrance with their outfits?
When I created the fragrance, I always imagine myself on the summer evening, right before dinner, when I spread myself some fragrance. It is the sunset, that specific nonchalant time, when you know you will have a great evening.
Now I don’t try to aim at a specific kind of people that would use LIFE, I was more looking to a Specific mood or moment, that specific feeling when you put it on the fragrance. I also wanted to build the sense to be used at Any given moment of the day. for that it had to have a touch of classic, and something not too complicated.