CHINA. French fragrance house Maison 21G hosted a fragrance masterclass at the Hainan Tourism Duty Free Shopping Complex (HTDF) on 12 March in partnership with Hainan Tourism Duty Free Investment Co.
The class was led by Maison 21G Co-Founder and Head of Business Development Maxime Vanhoestemberghe Patas, who took VIPs through a customised fragrance experience including guided scent discovery and creation.
Vanhoestemberghe Patas introduced Maison 21G’s innovative customisable fragrance concept and highlighted the provenance of the vegan and sustainable ingredients used in all Maison 21G scents.
Maison 21G puts fragrance creation into the hands of its customers using luxurious haute couture-inspired essential oils crafted by IFF Senior Perfumers. The brand leverages AI technology and machine learning to create accurate fragrance recommendations for each customer. The fragrance creation experience can be done online, via the Maison 21G app or in-store.
The event was attended by VIPs and local media, including The Moodie Davitt Report.
Vanhoestemberghe Patas commented: “Maison 21G represents a perfume revolution, providing everyone with an individual and creative experience that redefines the concept of perfume.
“We firmly believe that perfume is the strongest expression of personality,” he added. “Therefore, we are committed to creating a memorable and immersive scent experience for each customer, allowing them to create their own exclusive fragrance.
“With its innovative and unique perfume production process, Maison 21G has not only conquered the hearts of perfume lovers, but is also setting a new benchmark for modern bespoke fragrance brands.” ✈
Discovering Johanna Monange’s 21-gram salute to creative individuality Maison 21 G represents one of the most exciting new concepts I have seen enter the travel retail channel in many years. “21 grams is the weight of your soul, and at our Maison we aim to encapsulate the scent of your soul in a 21 grams bottle,” says Johanna. “Scents made by you, for you.” They certainly are. Now, what to name my creation? With my unrelenting travel schedule in mind I considered Flying Kiwi but that’s too utilitarian. I wanted something more evocative. And I found it… |
