Valeur Absolue has just launched in the UK. The company was created by Benedicte Foucart who has previously worked at Elizabeth Arden and Firmenich. The range has been design to appeal to consumers who feel detached from the image portrayed by traditional mainstream fragrances. The initial trio are Harmonie, Sensualité and Joie-Eclat.
Valeur Absolue say
[Valeur Absolue] offers a new meaning to wearing perfume, by combining the pleasure of wearing it with the beneﬁcial effects of natural active ingredients, which will enhance the essential emotions of well-being for the woman who wears it.
Valeur Absolue fragrances are, ﬁrst and foremost, beautifully constructed and delicious perfumes, made from the highest quality ingredients. What makes them unique is the addition of essential oils, a beta-endorphin booster and oligo-elements.
They are perfumes bursting with well-being.
Valeur Absolue 's initial three fragrances are Harmonie, Sensualité and Joie-
Eclat. As the names suggest, they are mood-related and each contains Areaumat Perpetua“, a natural extract of the lmmortelle ﬂower, which stimulates the release of beta-endorphins, known as ‘well-being’ molecules.
The fragrances are:
Valeur Absolue Harmonie is a soothing perfume with ﬂoral, musky and amber notes. Calming notes of néroli bigarade and Earl Grey tea blend harmoniously with the softness of woody notes and the fullness of vanilla.
Added to this beautiful fragrance are high quality essential oils of bergamot and orange ﬂower, both offering relaxing effects, while potassium and manganese provide energising qualities. Areaumat Perpetua stimulates the release of beta-endorphins and ﬁnally, semi-precious amethyst stones, the symbol of harmony, are encompassed within the perfume, as a visible indicator of the unique attributes of Valeur Absolue Harmonie.
Perfumer Marie-Aude Bluche of Firmenich, who co-created this fragrance with Catherine Szelig, says Harmonie is “like wrapping a
cashmere shawl around you. It acts just like a cocoon. And with the addition of Earl Grey tea, it's evocative of the calming ritual of taking tea."
A delightful perfume, with ﬂoral, woody and musky notes, Valeur Absolue Sensualité was created around the femininity of Rose de Mai and the exotic sensuality of white ﬂowers. Soft tones of cedar wood are combined with a mysterious blend of amber and musk.
With high quality essential oils of Rose de Mai and white jasmine, Valeur Absolue Sensualité contains active minerals of potassium and calcium, known for their stimulating qualities, plus Areaumat Perpetua to stimulate the release of beta-endorphins. Mother-of-pearl, the symbol of love and femininity, is enveloped into the fragrance, as the visible sign of its intoxicating sensuality.
Perfumer, Marie-Aude Bluche says ”super-feminine, super-bright with a very luminous sensuality. It's all about curves and light, sensual shapes. We created it with ﬂowers that would reﬂect the curves of a woman."
Pierre Negrin was co-perfumer.
Valeur Absolue Joie-Eclat is a sparkling and uplifting composition combining the freshness of tangerine and green cardamom. Fine vetiver and tuberose give a remarkable trail to this perfume, so the perfume lingers beautifully all day long.
Valeur Absolue Joie-Eclat is enriched with high quality essential oils of grapefruit and vetiver, which offer revitalising effects, plus active minerals of potassium and magnesium, known for their energising qualities.
"VaIeur Absolue Joie-Eclat is exceptionally sparkling and ﬁzzy," says Marie-Aude Bluche, ”Iike a constantly replenished glass of champagne." Again, Bluche worked alongside Pierre Negrin for this perfume.
The initial trio are available now in House of Fraser in the UK and global stockists.
Two new fragrances are scheduled in for the end of the year, with a body line to follow in 2015.