Mathilde Laurent is great company. The cynical part of my brain tells me that her particular way with journalists - the un-showy insistence on cutting through marketing guff; the modesty; the willingness to embrace humour - is as studiously constructed as any politicianís modus operandi
For Netherlands-base Hiram Green, natural oils arenít a luxury, theyíre a necessity. Green, who is a self-taught perfumer, took more than a decade tinkering with essential oils until the release of Moon Bloom in 2013. The perfume was an instant success, and gave Green the confidence to launch Shangri La, a perfume conjures up James Hiltonís famous paradise, a year and a half later.
Right off the bat, we knew we had to find out what the market was missing. We had to discover what market we wanted to target, and what they wanted in a product. So, we did surveysÖ a lot of them. We discovered a group of men (and women), who cared more about the scent, than the brand. These men didnít just wear fragrance, they experienced it.