LE PREMIER PARFUM

Unisex New Fragrance

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The artists Carole Beaupré and Pauline Rochas started their still-life and beauty photography studio Coolife in 2000, and since then the pair has been conceptualizing bold imagery for clients like Ralph Lauren and Estée Lauder. Now, Beaupré and Rochas — the latter a granddaughter of Marcel Rochas, the founder of the Rochas fashion and fragrance house — have broadened their creative portfolio by creating an intriguing new scent, Le Premier Parfum.

With the help of such fragrance veterans as the perfumer Patricia Choux and the creative director Marc Atlan, Beaupré and Rochas developed a limited-edition unisex scent that blends seven raw essential oils, including sandalwood and patchouli, which they claim harmonize together to open the second chakra — the energy center located just below the navel that is said to correspond to sensuality. “The technology behind this fragrance is very futuristic,” Beaupré says. “It’s all about purity, quality and using the chakra as a form of scent therapy.” Le Premier has no traditional top or base note, but rather offers a scent that is all-encompassing and therefore, its creators maintain, much stronger in its pull.

According to the duo, word-of-mouth evidence supports their claim. “We’ve had several women who have worn the fragrance out,” Beaupré says, “come back to us saying that they’ve found love or have been asked out regularly.”

$175; limited edition of 500 bottles available at bycoolife.com.

 

Source: T magazine

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