Divine Eau Divine: exclusive fragrance preview & review

Smelling the newest Divine creation on my wrists, the unisex Murano-like in its translucence Eau Divine, puts me in the mood for the upcoming vacations which can't come soon enough as far as I am concerned. The niche house of Divine was founded in the elegant Edwardian resort of Dinard, on the north coast of Brittany, France, by perfumer Yvon Mouchel: imagine a brand that issues whatever they want, whenever they want, without following a marketing plan nor frantically paced releases one after the other, all sold in a tiny shop off the beaten track! The essence of niche. Slowly but surely word of mouth made his first creation, Divine by Divine, a mini-cult that had discerning women worldwide searching for it and ordering directly from them. But what made parfums Divine so sought after, aside from the ~well...~divine name? It's hard to put into words: There is an old Hollywood glamour, entrancing and at the same time a little decadent, emanating from them ~ these are potent, old-school perfume-y fragrances with often a characteristic aldehydic thread spun through them which would have both Norma Desmond pleased and Daisy from The Great Gatsby feel at ease. This dichotomy is at the heart of Divine creations: dark yet piquant, airy or deep, sexy and contemporaneously refined, they fuse contrasting elements into a delicate pirouette that no matter how hard to perform, it appears seamless.

Eau Divine is the 9th instalment in this tale but it effortlessly breaks loose into more casual arpeggios, without betraying the tune. "Crystalline, the first notes emerge : from the top, Eau Divine combines the green coolness of Italian citrus with the sparkle of spices: star anise, rose hip, ginger and nutmeg. The heart of the pyramid is more tender. Orange flower and sweet violet prolong the pure energy of the first moments for a while but then delicately induce the subtle opening of deep notes. White amber, hot musk and labdanum only then reveal their lingering and generous sensuality".
I always felt that the word of Jean Claude Ellena, "generous" while describing the cologne style prevalent in the Mediterranean countries, is superbly fitting to evoke the giving, pleasurable nature of this genre: There is a feeling of sentir bien dans sa peau (feeling good in one's skin) which such compositions instantly bring out, making me envision holidays at some seaside resort at Saint-Jean-Cap-Ferrat, white terry robes and turban-style towel on hair, diva sunglasses on minus the "bling", while eating a hearty breakfast with freshly squeezed citrus juice and grated ginger served on lots of ice, lounging by the pool where fetching cabana boys are furtively assisting in their tight Speedos. Yet there is a cerebral element about it all too (a little incensy depth and the coolness of violet leaves plus an aldehydic overlay), like London-based detective-fiction writer Samantha Morton (played by the divine Charlotte Rampling in Ozon's Swimming Pool) overcoming her writer's block at her editor's retreat at Southern France; or people-watching gorgeous triad Alain Delon, Romy Schneider and Jane Birkin torn between love and crime in La Piscine (1969).
Surprisingly for this kind of fragrance the lasting power of Eau Divine is excellent: put on in the evening after my bath, there were still remnants on my skin by the next morning!

Prices start at 50 euros for 30ml up to 145 euros for 200ml in various styles: splash, spray or refillable spray. There is also a different presentation for men or women despite the unisex character of the juice itself.
The Divine line includes 4 fragrances for women: the original Divine by Divine (floral animalic with a peachy heart and vintage feel), L'être Aimé Femme (aldehydic floral with a core of immortelle), L'inspiratrice (dark rose with patchouli), L'infante (green sweet white floral), L'âme soeur (aldehydic floral, powdery); and 3 fragrances for men: L'Homme de Coeur (aromatic woody with iris), L'être Aimé Homme (an ode to immortelle, aromatic herbs and exotic woods) and L'Homme Sage (spicy woody with saffron). Eau Divine is their first offering intended for both men and women.

Apart from their Dinard original boutique (and another two in Saint Malo and Caen, France) there is also one in Paris: DIVINE 3 rue Scribe 75009 Paris+33 1 40 06 03 14. Parfums Divine are now sold in London, Berlin, Hamburg, Munich, Roma, Warsaw, New York, Los Angeles and Vancouver. You can see details at their official site or order directly (they ship worldwide)
For our readers I have 5 Eau Divine samples to give away to try it out. Leave a comment stating your interest.



In the interests of full disclosure, I was sent the samples by parfums Divine
Charlotte Rampling pic via us.movies1.yumg.com. Clip of La Pascine (1969)originally uploaded by 1985nicole on Youtube.

Market news, luxury and tendencies July '09

The intricasies of the luxury market as attested through the beauty sector are unraveled into high-shine offices at corporate buildings. Yet, here at Perfume Shrine from time to time, we comment on those developments as a brief finger on the pulse of market tendencies, cautioning our readers on what to expect later on.

The latest news has Interparfums, makers of parfumes for Burberry, Lanvin and Christian Lacroix among others, announcing a 5% decline (amounting to 121,3 millions euros for the first semester of 2009 instead of the 273 millions anticipated for the whole year). A drop that is cutting the rise they had experienced in recent years. The case for Lacroix and his closing the house is of course well documented by now, with Bernard Krief Consulting a strong contestant till now and the recent Italian Borletti expressing a wish to buy it out. Even French minister Frédéric Mitterrand had expressed a desire to find a solution for the house, which during the 1980s had been one of the most influential in French fashion.

With that climate it makes for little surprise that there is a diminished interest in Lacroix perfumes; they were circulating through the Avon canal for a while, in a smart move to continue to be offered. Recent news however implicate Avon in letting go no less than 1200 employees, which bears ill forecasts on the future of Lacroix perfumes as well. Burberry represents 64% of the share of Interparfums and was looking relatively healthy till now, despite the 4% drop during the first trimester of 2009. They're even opening their biggest boutique in South-East Asia, the ION Orchard in Singapore, covering 815 square meters full of the British fashions of the historic brand.

Whatever the case is Interparfums and their head of affairs, Phillipe Benacin, are looking ahead at acquiring contracts with "well-known brands" and specializing at luxury. For some odd reason (or not so odd) the luxury market is withstanding the crisis, with Hermès opening their first boutique in Brazil next September, a project eagerly anticipated by the more affluent among the country's buyers. Then again, Hermès International has announced a turnover of even better than anticipated for the first semester of 2009! Their new Eau de Cologne collection is rekindling interest and they have salvaged their luxury image unscathed.
The succession of Jane Lauder, 36, of her father Ronald, 65 into the head administartion consulting of Estée Lauder and their successful Private Collection trio, of which the latest instalment, the lovely nouveau chypre Jasmine White Moss, is a commercial and artistic success, shows that the old American brand is trying to monitor their drop of 10% in the last trimester.

As we had previously discussed in our Luxury Market amidst the Recession article, the only way for something to survive in the middle-market is to change market-point and look upwards into the higher echelons and the raised prices. Jean Claude Ellena had said it succinctly: "If you want luxury, you either increase the price or increase the size" and it seems like the perfume market has embraced the concept.

Still, in an unprecedented turn of events, Dolce & Gabbana decided recently to down-market (so to speak) their upcoming autumn and winter collections, especially the more mainstream and Jeans lines, by supressing costs that would be trickled down to the consumer's benefit, reflected into the price. What remains to be seen is what happens with their perfumes line. The latest Tarot-inspired anthology although eagerly anticipated and publisized as the new "niche" line within a brand seemed to take a page off Chanel looks-wise, but didn't really ripple the waters smell-wise.

Fast-fowarding to the future of marketing for beauty and perfumes, the experts at Carlin International predict a greater meshing of the olfactive orientation, fusing elements of masculine and feminine not only in the composition of the jus itself but also in the wording used in advertising and the packaging of perfumes, as well as cosmetics. Natural tones and an urban feel will be the new direction with futuristic shapes: The curvacous and the straight will be manipulated into hybrids of andogyny in the design and packaging of products, new shapes that play with our perception (Is it a shaving brush or a pinceau for applying blusher? Is it a razor or a device to apply foundation?) to help market perfumes and beauty paraphernalia to what has become a wide, unisex market. A brave new world, indeed!

Serge Lutens Fille en Aiguilles: fragrance review

Many summers ago I used to spend my days by the sea at my grandparents' villa, surrounded by majestic pines as old as the original tenants, numerous dusty fig-trees and one wild-pear tree which was later struck by lightning to ash. The wind was sighing in the boughs, a nightingale came to sit on my shoulder and the longings of those long summers promised adventures as yet uncharted, our psyche elevated through a taste of awe. The long pine needles were falling in heaps on the floor of this pine grove ~infuriating my grandfather who had to work doubly hard along with the gardener to keep the grass properly breathing~ counterpointing the mighty trunks, often bleeding tears of golden sticky resin used in both turpentine and retsina. This was different from the mastic and copal resins, which we grounded in fine dust, or the rosin, which I witnessed being used by the student of violin who routinely accompanied me at the piano at the Conservatoire. We were sent as children to gather fresh pine needles, run them through the cold water of the outdoors tap, gather them in bunches and hang them upside-down to dry: they would be stored to make herbal tea with honey to ward off colds, a tip of our German cleaning woman, when the summer villa would revert to its silent existence for half a year. Everything about those precious memories was conjured as soon as I heard of the newest Serge Lutens fragrance, Fille en Aiguilles and the reality of it didn't betray my visuals as some of you will find out for yourselves (yes, there's a draw for samples coming up, keep reading!)

The first announcement containing the notes had been the instigation, the second round of news with the cryptic messages by Serge had been the icing, as it left us with exactly nothing to go on upon ~the mystery was well preserved: this girl ~or boy, who could wear this equally well~ rolling on pincushions was not telling any tales just yet. The aiguilles part (“needles”) in the name has been linked to sewing needles (due to the French idiom "de fil en aiguille" meaning from needle to thread, from one thing to another, ie. snowballing), or stiletto heels ("talons aiguilles" in French) perhaps exactly because there was the "tick tick tick" repetitive sound in the press release. Still pine needles, those long thin lances that strew forest floors and exude their resinous, medicinal-sweet smell when the air is warm, are at the core of the composition rather than the ill-sitting, detergent-like tones of so much "pine"-baptized air pollution posing as home and car ambience.

In a nod to old empirics and apothecaries, who healed ills attributed by the superstitious ailing to supernatual forces or the wrath of God through folkore herb medicine and mysticism, uncle Serge acts as a shaman, letting out blood with his pine needle in his bag of seemingly endless tricks. In Alain Corbin's book "The Fragrant and the Foul" the theory of miasma is documented: the widespread belief that foul smells accounted for disease and therefore eradicating the bad smells would result in battling the disease (Incidentally there was also the widespread belief of bathing disrupting the protective mantle of the skin, but this is the focus of another of our articles). The practice has long ancentrastal ties to ritualistic cleansing via sulphur as depicted in antiquity, remnants of which are referenced here and there in Greek tragedy such as Euripides's Helen. Fire and brimstone led by a savant Theonoi goes far, far back...In the Middle-Ages during bouts of cholera, the plague and other miasmata, empirical healers used a large hollow beak stuffed with cleaning herbs so as to protect themselves, earning them the descriptor of "quack", which by association became synonymous with charlatan later on when the science of medicine prevailed. The word is of Dutch origin (kwakzalver, meaning boaster who applies a salve); boaster because quacks sold their folk medicine merchandise shouting in the streets.The belief in the magical properties of scented compounds runs through the fabric of fragrance history: let's cast our minds back to the alleged cure-all of Eau de Cologne by Johann Maria Farina and his imitators! But is perfume really snake-oil? Only to the extend which we allow it to be, yet there lies artfulness in the pharmacopoeia.

This particular catharctic blood-letting preceding the herbal ointment, forms a trickling kaleidoscope of the elements which Lutens has accustomed us to, via the sleight of hand of perfumer Christopher Sheldrake: There is the candied mandarin peel with its strange appeal of cleaner (La Myrrhe) and putrid aspects (Mandarine Mandarin), the fruits confits of his Bois et Fruits, the interplay of cool and hot of the masterful Tubéreuse Criminelle, the charred incense depths and fireworks of Serge Noire, the vetiver in Vétiver Oriental with a rough aspect peeking through and even some of the spice mix of El Attarine, appearing half poised between cumin and fenugreek. After the last, pretty and atypical for Lutens Nuit de Cellophane, Fille en Aiguilles is an amalgam of strange accords, a disaccord within itself, but with a compelling appeal that pleases me. Contrasting application techniques ~dabbing versus spraying~ I would venture that should you want the more camphoraceous elements to surface, spraying is recommended; while dabbing unleashes the more orientalised aspects. There is sweetness in the sense that there is sweetness in Chergui or Douce Amere, so don't let it scare you too much. The liquid in my bottle is wonderfully dark brown, somber yet incadecent in the light of the day and as dark as ink, much like Sarrasins, in the dusk of the evening (and be warned that it also stains fabric almost as much).

Serge Lutens Fille en Aiguilles has notes of vetiver, incense, fruits, pine needles and spices in a luminous woody oriental formula.
Available in the oblong export bottles of 50 ml/1.7oz of Eau de Parfum Haute Concentration for 95 € /140$ at Paris Sephora and of course Le Palais Royal and later on at Selfridges UK, Aedes US, the Bay in Toronto and online.

For our readers, enter a comment to win one of the five samples given of the new fragrance well ahead of its wider distribution!

Related reading on Perfume Shrine: Serge Lutens news and reviews

Other reviews: Elisabeth de Feydeau, Grain de Musc, Perfume Posse.

Paintings by Colette Calascione, via deyarte.blogspot.com

The winners for the draw...

...for the Crazy Libellule & the Poppies Les Garconnes crazy sticks are Proximity, The Scent Muse, and Rebella. Please mail me using the e-mail in profile with your info so I can get these out in the mail to you soon!

Thank you all for your wonderful ideas (I hope the company is taking notes, you outdid yourselves) and your enthusiastic participation and be prepared for the next one very shortly!

Penhaligon's Amaranthine: new fragrance

Bertrand Duchaufour, head perfumer at L'Artisan, has composed a new Penhaligon's fragrance after his collaboration with the British brand in their Anthology series (a 3-year spanning project that will include 12 fragrances in total).

Amaranthine means "unwithering" (from the Greek αμάραντη) and although the name would point to a flower that never wilts, the reality is a 'corrupted floral oriental' according to the press release, but from the notes listed the new feminine Eau de Parfum sounds more like a gourmand with floral notes with the stress on the milky ambience that surrounds it.
Indeed Amaranthine has top notes of green tea, white freesia, cardamom absolute; heart notes of carnation, rose and Egyptian jasmine absolute; and base notes of vanilla, tonka bean absolute, musk and sandalwood.

There will be a special limited edition flacon of Extrait de Parfum in 30ml/1oz costing £350 (depicted), alongside the standard 50ml/1.7oz and 100ml/3.4oz bottles of Eau de Parfum in the Penhaligon's familiar style. Official launch is set for October.