Chopard Parfums has set itself a new goal in the global fragrance market, aiming to be a front runner in the natural luxury perfume stakes as the brand reconnects with the Chopard “DNA” and family values.
After over 20 years under the Coty umbrella, Chopard Parfums is back in-house with a fresh vision and a focus on natural, responsibly-sourced ingredients. The fragrance brand’s development plans are in line with the Swiss company’s CSR programme, The Journey to Sustainable Luxury, and its commitment to sustainable business practices.
Chopard Parfums presented its plans, and its Haute Parfumerie Collection, to travel retail at an event in Cannes earlier this month.
Chopard said the collection represents a new chapter in its journey towards sustainable luxury. At its core is a philosophy that “places ethics at the heart of aesthetics”.
The collection, said to be inspired by tropical gardens, was created by Master Perfumers Nathalie Lorson and Alberto Morillas. The offer includes four 100ml edps (RRP €225) and a Discovery set of 4 x 10ml edps (RRP €150). The fragrances will be available in Chopard boutiques in Europe and the USA by the end of 2017, and will roll out worldwide in Q1 2018.
The range marks a collaboration with Naturals Together, a Firmenich initiative which Chopard said is “completely in tune” with its philosophy of ethical and ecological perfumery.
Haute Parfumerie spotlights three naturals from the Naturals Together programme: vetiver from Haiti, vanilla from Madagascar and cardamom from Guatemala.
Haiti is said to produce the highest-quality vetiver in the world. In a programme that impacts 27,000 families, Firmenich’s commitment to the Débouchette community (a rural agricultural village in the Les Cayes region) focuses on women and children, and public health.
In Madagascar, Firmenich has worked with local suppliers and farmers to develop organic vanilla and, in Guatemala, Firmenich has created a network of cardamom planters, offering them higher-than-normal prices and guaranteeing their income.
Chopard Parfums CEO Patrizio Stella was present at the Cannes event. Formerly LVMH Group Managing Director Europe of Maison Parfums Dior in Paris, and LVMH Italia CEO Perfumes and Cosmetic Division, Stella took on the Chopard role last year.
“Our aim is to emphasise Chopard’s philosophy for ethical and positive perfumery,” Stella said. “Our focus is on natural, responsibly-scoured ingredients and Chopard Parfums will be a leader in the natural luxury perfume category.”
Chopard Parfums Marketing Director Sonia De Laurentis commented: “We are looking to completely rebuild the brand’s identity in the fragrance category, in line with the Chopard DNA and family values.
“We are determined to offer something exceptional in the market; Chopard Parfums aims to raise the bar in terms of quality and creativity.”
