"The sand of the Bullring Plaza, Marbella boasts impeccable, without traces of blood and fingerprints that her mark in the afternoon Bullfight. In this afternoon of June, resembles a ghost square, more than nine thousand localities are empty. There is also no bullfighters, picadors and banderilleros, and the attention of journalists who travel to this Andalusian City focuses on a white structure of several meters high cube-shaped, placed right in the heart of the arena.
Of course, we know that we are here for the submission of the fourth male fragrance in the history of Loewe, signing Spanish founded in 1846 which is famous for its luxurious leather articles. They have also informed us that the protagonist of the campaign is the matador Cayetano Rivera OrdůŮez. But we still have no idea of the name of the perfume nor, obviously, its aroma.
Juan Pedro Abeniacar, President of Perfumes Loewe, enters the white cube and solves the mystery. It tells us that the new fragrance is called 7 Loewe, and we can see its elegant bottle cobalt blue (one of the colors used in the suit of lights) and smell it first. There are murmurs of approval, especially when Juan Pedro explains that the perfume is made only with seven ingredients.
This small detail exemplifies the high level of conceptual development behind 7 Loewe, which included, inter alia, meetings with experts in Numerology, astronomy, theology and classical culture. Those identified to explain this refining process are Aemilius valeros and Silvia Gozalo, technical director and Creative Director of Perfumes Loewe, respectively.
A brave fragrance
Emilio valeros has worked for Loewe for 19 years and is one of the great noses of the world.
Esquire: what more you proud 7 Loewe?
Emilio valeros: while in a normal perfume can be to use 100 or 200 components, in 7 Loewe only have used seven, which made the process extremely complicated but very interesting. It is the first time that becomes a perfume as well.
Esq: how long it took to develop it?
EV: Around for a year and a half, during which tests were performed more than a thousand. In the process he has worked with the three best companies in research and development of raw materials in the world.
Esq: what image you most like to explain the aroma of 7 Loewe: the seven deadly sins or seven colours of the Rainbow?
EV: Its charm is that it can represent both an image and the other. The seven is a special number that appears in the oldest historical documents and has presence in all cultures.
Esq: how you define to 7 Loewe?
EV: As a fragrance in skin, brave, pure, passionate and rich. It has a great personality and express elegance, modernity, masculinity and mystery.
Esq: Do you think that the taste of the men as the fragrances has changed?
EV: since then. Man has changed far more than women over the years. Now perfume more and are more daring when using different scents, although they remain somewhat conservative. In addition, the palette of scents used in male fragrances is smaller than in the female, and focuses on fresh, spicy aromas and factory, which is why man is more limited than women here.
BETWEEN THE HUMAN AND THE DIVINE
Silvia Gozalo works Loewe since 1999. He currently the Creative Director of the area of perfumes.
Esquire: How did the idea of 7 Loewe?
Silvia Gozalo: The development process of a fragrance may be either very complex or very simple, and usually arise in the most unexpected way. In this case, was in a brainstorming with the ceo (Abeniacar), who raised that, given the difficulty to register names (seems as if everyone were already registered), use the number seven, which seemed to be everywhere and special.
Esq: And then investigate the meanings of the seven.
SG: We began to investigate and it turned out that the seven was an inexhaustible source of information, a magic number that appeared on all sides: the week, the Rainbow, the lunar cycle (seven)"