Beauty insight: Creating L'Occitane's Terre de Lumière fragrance

Beauty insight: Creating L'Occitane's Terre de Lumière fragrance

Finest in the business

Text: Faizal Dahlawia

Image: L'Occcitane

From one abstract idea, L'Occitane embarked on an olfactive journey guided by a trio of experts.

The new seasonal must-have by L'Occitane – the Terre de Lumière fragrance – is an olfactory masterpiece that was created from the finest ingredients by the finest noses, specifically Calice Becker, Shyamala Maisondieu and Nadège Le Garlantezec. Buro 24/7 Middle East spoke briefly with the three master perfumers, along with Alessandra Elia, L'Occitance's Vice-President of Marketing International, about the inspiration and creative process behind the creation of the fragrance.

The essence of this fragrance is about capturing the light of Provence in a bottle. How did you even begin to interpret such a brief?

Alessandra Elia: We looked at the light as more of a symbol and the beautiful thing is that it can be interpreted in different ways. Each of the perfumers highlight a different facet of the light; the colour represented by the lavender honey, the warmth highlighted by the gourmandise nature. It's a theme that was open to many interpretations and that's what makes it exciting.

Was there a special connection to the perfume that helped inspire you in developing the project?

Shymala Maisondieu: The first central idea was the lavender honey accord and this came from my memories with Provence. I remember a small little road that leads to a lavender field in Gordes. There was also this honey shop where I discovered lavender honey. It's very important for me now because everytime I come back to the region I make it a point to buy this honey. It reassures me.

L'Occitane Terre de lumiere beauty insight

Each of you brought something unique to the creative table. Calice, tell us about your perspective?

Calice Becker: For me, there is a tea-like accord that connects me to well-being. It's very important to me and at the same time, it reflects light because of its luminous spirit. One of my missions was to extract and enhance the element that gives it this luminosity. This is a fragrance that is about your well-being.

If you could describe the fragrance in one word, what would it be?

Nadège Le Garlantezec: As my contribution was to create the tasty and gourmand part of the perfume – the fluffy and soft characteristic – I would describe the fragrance as delightful.

Was it difficult being a team of three with different ideas and direction?

Calice: Sometimes we disagreed but those are the important times because that's when you have to listen and decide where to take the fragrance. So much of what you smell is related to your own personal experiences and memories and we each wanted to construct the fragrance was from different places, but for this project, it was definitely the best combination. 

Who is the Terre de Lumière woman?

Alessandra: Unlike other fragrance houses that are about the woman, the look or the way she is seen, we are more focused on emotion, about how the fragrance highlights the way the light makes you feel. After months of work we had two final scents and that was the time to imagine the woman wearing it. Interestingly, we chose the riskier option because it felt more in line with what L'Occitane is rather than the other which felt a little too fashion-centric. 

In your opinion, does the campaign reflect the fragrance?

Calice: If you remove the woman and the campaign, the fragrance appeals to both genders. This scent definitely does not have codes that are either masculine or feminine. You have all of the notes in both fragrances. In an olfactive sense, this fragrance is not set by gender.

L'Occitane's Terre de Lumière fragrance is now available across the region. Also, read Buro 24/7 Middle East's exclusive interview with L'Occitane founder Olivier Buassan.: 

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