In his first 12 months in enterprise French chemist Robert Bienarme launched the fragrances Éveil, Fleurs d’Été, La Vie en Fleurs and Vermeil. Impressed by Grasp Parfumer Paul Parquet of Houbigant Home, he additionally launched Quelques Fleurs, the primary genuine multi-floral bouquet fragrance.
Following Parquet’s dying in 1916, Bienaime took over the perfumery and have become President of the Syndicat Nationwide de la Parfumerie, founding his personal home in 1935. When he died in 1960, the Bienaimé model was moth-balled till not too long ago revived by Paris-based entrepreneur and model revivalist Cécilia Mergui. “I’ve at all times been fascinated by perfume and the emotional energy of scent,” says Mergui, I assumed it nobler to revive an current model than create a brand new one – there are sufficient perfume manufacturers available on the market in the present day,”
Mergui based Salvador Conseil and labored as a purchaser for Sezane and buy planning and allocation director for Comptoir des Cotonniers. “Bienaime was some of the gifted noses of his era,” she continues.” The brand new fragrances mix a refined aesthetic with a restricted impression on the planet. The packing containers and jars are reusable and designed to be stunning and helpful on a regular basis objects. “We place caring on the coronary heart of our values and love and generosity information our each motion. We assist the Josephine Affiliation which helps ladies with problem utilizing magnificence and well-being therapies as upliftment.” Mergui was educated at Lycee Lous Le Grand, the ESSEC Enterprise College, and the College of Chicago College of Enterprise.
Refillable merchandise celebrating the artwork of French craftsmanship are on the coronary heart of the relaunched model. The bespoke flacon (Waltersperger), impressed by Robert Bienaimé’s archives, is the results of semi-automatic glassmaking. A golden-colored cap within the form of a shell – a motif typically seen in Artwork Deco – crowns the bottle. “The concept is to perpetuate the marvel that these treasures with timeless attraction present and create a sensory expertise that arouses emotion, that of a candy nostalgia.” The bottles are made in Normandy by a “residing heritage firm”. Bienaime1935 additionally makes stable and liquid soaps and balm.
Bienaime135 is indebted to Artwork Deco. “Typically refillable merchandise aren’t fairly, so aesthetics had been paramount right here,” continues Mergui. “Within the Thirties, objects had been ornamental in addition to practical,” she provides. Bienaimé 1935 launched with three EdP impressed by the model’s archives, up to date for the trendy period by perfumers at Maelstrom. Patrice Revillard composed Vermeil, whereas Marie Schnirer created Jours Heureux and La Vie en Fleurs. Different Bienaime fragrances are ready to be rediscovered and re-created – Sur Les Aimes (1935), Cuir de Russie (1935), Caravan (1936) Fleurs de Provence (1937), Les Carnations (1943), Dentelle (1948) and Enfin Jeuls (1949)
