Accademia del Profumo, associazione di aziende cosmetiche per la promozione del profumo, la storia, cultura, arte profumiera

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Trend Lab December 2011

The need for security. The desire to be pampered but also to day dream and to fly with fantasy. Or perhaps not to care in the least: It’s the end of the World, baby! We’re in the middle of the storm...

Could those who believe in the Maya prophecy about the 22^nd of December 2012 be right? In any case, the fact is that in the middle of this fracas there is nothing else to do but start again from ourselves. And from who else if not?

I BEGIN FROM MYSELF

If current political and cultural bodies have lost credibility, it comes naturally to hide in one’s own private sphere, looking for personal gratification, abandoning oneself to the universal remedy of evasion and memories. In this respect the olfactory sense has no rivals, it knows how to immediately transport us anywhere in time and space as if under a spell, it knows how to stimulate our self esteem, exploiting our personal pleasure.

The new fragrances comfort and sustain us in our mission. With pyramids which respect the environment, in original initiatives with the most important ecological authorisations, for example, each fragrance sold gives life to a new plant: they highlight the territory of continuous development of eco-sustainable programmes; they propose value and testify authenticity thanks to the presence of genuine components which find immediate echo in collective notions.

In the same way, the flacons respond to the renewed quality criteria in terms of materials used and artistic language. The glass is thick and crystalline, the caps have the right weight and the packaging doesn’t just protect the flacon contained inside, it enhances it. Eventual textured decorations often have a function which goes beyond just the pure aesthetic role.

Authenticity is also expressed through the choice of names which are part of us and which reflect or needs. It is no longer the moment of originality at any price, there is no longer the need to astonish. The protagonist is controlled artistic language, capable of transporting well-structured and targeted messages.

In this way, fragrance re-conquers its emotional role and becomes once again a story to be told, to imagine, where what matters isn’t the olfactory alphabet but rather the final message. Fragrance becomes the accomplice in games of INNOCENT EVASIONS, the tone with which to articulate one’s seductive identity "LONG LIVE THE DIFFERENCE!", a bubble in which to wrap oneself in order to feel like a DIVINE STAR, an aura capable of affirming STYLE HERITAGE, a cloud on which to free the pink girl which is hidden inside everyone of us: THE ROSE COLOURED SECRET.