A perfume editor : a new concept for creators

• Frédéric MALLE
  Founder, Éditions de parfums Frédéric Malle
  

Summary

Lack of briefs and marketing tools behind the major brand names, as well as very strong financial constraints have made the perfume industry a sector where there is an overriding feeling of frustration felt by a large number of people. This is felt by the makers (the 'noses') whose potential is underexploited ; the clients, who are presented with banal products ; and finally for Frédéric Malle, an expert who has been in this field from a very young age. Les Éditions de parfums, a new business concept which goes against the trends of the times, aims to give back a degree of creative freedom to the most famous 'noses'. Its objective is to simplify the distribution circuits, remove briefs, marketing tools, payment date deadlines and cost prices in the creative process, and focus instead on a close collaboration between an 'editor' and his creators. Frédéric Malle devised a creative model which is similar to that of a literary editor. It has started to change people's ideas in this field to such as extent that even some groups today are attempting to reproduce his model, but perhaps unsuccessfully.

Summary translated from French by Rachel MARLIN.

• The entire article was written by Jean-Yves BARBIER and Élisabeth HIMBER.

To obtain this article, you can :

• download it in French (PDF help) using your password or contact ecopar@paris.ensmp.fr (Reference CR130508).