"For us, the wish was to [have people] really rediscover the art of perfume and creative passion that animates all the creators working around a fragrance,” Claude Martinez, president and CEO of Parfums Christian Dior, told WWD. “In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it’s important to have generations and future generations rediscover that perfume is a true savoir faire. It is a métier of art, a métier of artisans and it’s not recipes from a computer. But it’s voyages, it’s people who grow flowers, it’s people who mix them after, glassmakers."
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