Expressions Parfumées extends the perfume expertise with Longscent

To satisfy the worldwide demand for longer-lasting fragrances, the Grasse-based fragrance home has developed an revolutionary answer to supply shoppers a brand new perfume expertise.

“Shoppers are more and more demanding extra intense and longer-lasting fragrances. The globalisation of the perfume trade and the emergence of latest markets, notably in Asia, are generally resulting in conflicting wants. Particularly, Asian shoppers respect the notion of freshness and crystalline fragrances, however additionally they need them to be long-lasting, which may be contradictory. Therefore the concept of rethinking the fragrance expertise to satisfy shoppers’ new expectations,” explains Marie-Eugénie Bouge, Advertising and marketing and Communications Director at Expressions Parfumées.

Limiting the volatility of perfume elements

The technical problem was to restrict the volatility of the uncooked supplies on the completely different levels of the olfactory pyramid, and thus the evolution of the perfume over time.

“We began from the statement that the highest and base notes, that are essential for shoppers’ first impressions of fragrances, are additionally those that final the least and are probably the most risky. The concept was to keep up this emotion and optimise every stage of the olfactory pyramid by growing its period and depth,” explains Jennifer Buzzi, Head of Growth and Innovation.

Due to this expertise, which was patented in July 2024, it’s now potential to enhance the depth by as much as 30% at completely different levels of evaporation, relying on the perfume profile: for instance, checks have proven that citrus notes may be perceived for a number of hours and base notes for greater than 72 hours.

Movie-forming brokers

Longscent relies on the choice of a number of artificial and pure uncooked supplies with film-forming properties. “These type a movie on the pores and skin or cloth, a sort of protect that limits the evaporation of the fragrances with out trapping the highest notes,” provides Jennifer Buzzi.

This work was carried out in collaboration with the corporate’s perfumers, who have been challenged to make use of this expertise to anticipate new evaporation phases in comparison with conventional phases at completely different improvement levels.

“The work carried out by the perfumers has proven that this expertise additionally makes it potential so as to add sophistication to fragrances in all households of accords. Persistence in citrus or floral notes, the place that is troublesome to attain, and class in woody/amber households, for instance, the place their energy typically evens out the accords,” provides Marie-Eugénie Bouge.

In addition to being long-lasting and intense over time, Longscent additionally provides shoppers a brand new assure of continuity as they uncover the perfume. The olfactory construction they scent after they strive it on the POS will retain its identification over time.

“Manufacturers are concerned about providing a brand new shopper expertise. With this expertise, shoppers will uncover a brand new method,” confirms Marie-Eugénie Bouge.

The expertise might be launched in Europe this yr and is already attracting loads of consideration in Asia and the Center East.