Saturday, December 8, 2012

Cartier L'Heure Vertueuse: new fragrance

Mathilde Laurent, head perfumer at Cartier since 2006, introduces L'Heure Vertueuse (the virtuous hour), another installment in Les Heures de Parfum collection for connoisseurs issued by the acclaimed jewelry house in tall architectural bottles with latin numbers designed like a somber clock. For this one, representing three o'clock in the morning,  "it is time to walk in a magical garden, to breathe the enchanting fragrances of miraculous plants. A unique moment, an aromatic caress of fresh, gentle green notes."

Mathilde further specifies that the new Heure III, L'Heure Verteuse evokes ‘toutes les herbes, aromatiques, sauvages, médicinales, même la lavande, même l’absinthe’ (every herb, aromatic, wild or medicinal, lavender as much as absinth) like a Middle Age herbarium. This green and aromatic fragrance recalls compositions of old which became a symbol of a simple and natural life, like for instance Le Jardin de Mon Curé by Guerlain -or rather her own creation for Guerlain inspired by the garden of her beloved grand-father who died at 101, Herba Fresca.

And yet, Laurent's aim is to present contemporary fragrances, as she reveals her goal: "Comprendre [son] époque, pour proposer des effluves modernes et beaux qui apportent du plaisir." (Understand one's era, so as to present modern and beautiful scents that bring pleasure). In fact L'Heure Vertueuse III draws its inspiration from Corsica and maquis.

 L'Heure Vertueuse III by Cartier contains notes of absinth, rosemary, mastic (lentisque), thyme, verbena and lavender to soothe body and spirit. Available as eau de toilette, 75ml exclusively at Cartier boutiques.
Official Cartier site here.

 [quotes source]


  1. annemariec22:58

    That does sound lovely, except that I'm too much of an exhausted parent to be much interested in a 3 am garden ramble, romantic though it sounds. I do love the idea of the priest's garden.

    And I very much appreciate Laurent's comment that we need to understand our own era. Much as I love vintage scents, it is this idea that prevents me from becoming obsessed with them. I love the work of perfumers who can reference vintage scents without trying to replicate them entirely. We have to live in our own times.

  2. Thanks for this.

    I've had the briefest of sniffs, and wow... I was most certainly intrigued. I hadn't had a fragrance shock like that for a long time.

    I'll reserve judgement until I've had an opportunity to test it on skin, but yes, it definitely comes from the same lineage as Herba Fresca.

  3. Anonymous16:04

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