Full transcript of “Live interview with Olivier Cresp, perfumer, Akro Fragrances, on Love At First Scent ep 227”. Click a timestamp to open the video at that moment. Need another video? Use the YouTube transcript generator.
0:01 good evening one and all and we have just about made it the gremlins are once again not on our side with the technology but hopefully we've got it sussed so we're not going to waste any more time and we're just going to get straight into it thank you very much for your patience all of those of you who've been you've tuned in and have been waiting for this very very exciting interview right let me do a very quick introduction so we don't waste any more time there are some perfumers in the business whom you can introduce simply by going through a list of their most famous creations because no other information is necessary really and that is the case with tonight's very very exciting guest so first of all we have the entire collection from acro the brand which he helped create with his
0:47 daughter and her husband but we also have are you ready for this this list for which he is either solely responsible or penhaligon's juniper sling dolce gabbana light blue and easily one of the most influential perfumes of the late 20th century mugler angel perfume is completely a part of his identity he was born his he was born in grass several members of his family are perfumers his father and grandfather were in the industry he lives and breathes the stuff which is why we are so very fortunate to have us
1:33 with him in the studio today to talk about his life and career so please welcome none other than monsieur olivier cresp welcome thank you thank you for for your comments and uh well you make me uh red with a red face you know i'm quite embarrassed when you i didn't say anything that's not true now thank you so much for for giving up the time tonight olivia i know that you are coming to us from from the rain and the mists and the clouds of normandy we are going to talk a lot about acro but i have to start by asking you this when was the last time that you were walking in the street and you smelled somebody wearing angel
2:18 ah well it's a very good question there is because it was yesterday morning you know i was uh in in the airport going to uh to italy and um you know i was still a bit asleep and it was uh it was nice to to cross someone um which was uh wearing you know angel it's because it's you can you can't miss it because it's so diffusive you know so how do you feel how do you because i was i i didn't you know we haven't planned these questions right folks i had no idea what olivier was going to say i was hoping i was hoping you would say like yesterday or today because i'm sure you must smell it so much how does it feel to still be smelling this creation on people that you made quite some time ago now
3:03 yeah yes exactly that there is in fact it's it's a bit strange and and weird uh because you know in the 90s 92 when i created uh angel um most of the women they were between let's say 20 to 40 years old but what is what is nice i have to say it's weird but it's nice as well because i'm crossing people on the on the sidewalk um and and they have they are you know they are about 60 even 70 years old and then still enjoying uh angel and i'm so proud and i smile to myself you see i'm continuing to walk and then i say okay well i mean it's a it's a strange world uh because because
3:50 you know i had a kind of profile uh while i was making creating angel but um you know it's it's perfect you know on any any scheme on any people and and i laugh because it's it's still and pride also because it's still a huge success all over the world absolutely i mean there are there are not many perfume success stories that are that are bigger but i'm sure there will be lots of questions about about um angel and i'm sure those of you watching don't forget we always like to know where it is that you're watching from so if you have a question to ask please feel free to type it in there and i should also say before i forget and i will mention this again if you go to uh persolas.com at the end of this broadcast you will
4:35 see a uh blog post which will give you details of how you can win a full bottle of your choice from the acro range but you have to go to purslays.com to check out the latest blog post and please please please can i stress that the competition is open only to people who can provide an address in the uk so apologies to those of you who are outside the uk on this occasion we could do it uk only but my thanks to acro fragrances for making this possible so we should start by talking about acro your your your latest and i suppose in a way more most personal baby because you have made it with your baby so how how did it go did did your daughter and her husband come to you and say we want to do a brand or did you always think that you wanted to create an independent brand how did it work
5:22 well in fact we we tried let's say several several years ago i think it was seven years ago uh to uh to think about uh launching our uh brand with with an a with an ais but we said uh we have to find a really strong concept you see and um i mean the concept i found at the beginning was was quite quite normal no nothing exceptional it was about my life in in grass when i grew up surrounded by rose just mean but that concept has been done you know and um while anaes was uh working and living in in london you know with a jack her husband once she she called me i remember it was
6:09 five years ago and she said dad ah that's it i got the concept it's an amazing new concept you know it's something uh that no one else in the world has done it it's quite uh polarizing for sure but i mean we can we can start maybe um to create some fragrances if you are able to work on figurative ideas you see and i said to anas well look look you know my my perfumer is based only on figurative you know i'm not working on abstract and i said yeah okay i could i could work for you let's say a cannabis i could work uh you know something um
6:55 also uh like like cigarette or or uh or tobacco uh but i will never be able to uh reproduce the the smell of people gambling at the casino or or also like you know working hard workers if that is impossible because because it's too abstract so we said okay i mean we can uh i can do let's say between 10 to 15 fragrances easily based on addictions and even vices because it's addictions and vices you know okay and the thing is uh the um well it was five years ago so uh we uh try to find then a nice name but you know addict was was
7:42 was taken already uh access was also um taken by by some other companies and and we said well there is a call uh when when you get a call uh in france so so that means something you know you're called to something uh it's it is it is huge and we try to shrink it a bit with four letters uh ako and i think everyone in the world now knows what acco means addiction you are attracted by by uh by our fragrances they are lisi they are legal and uh you can use them um i mean as soon as you want to you want to to enjoy life and to please yourself so so we should we should give the names
8:29 of the other people in the group so your daughter you said is anais and her husband is jack jack exactly jackie's english and he's she she was born also in can and now they uh they left england and they they live in cannon oh very nice so we're not jealous we're not jealous of their weather at all so i presume that for most of your career you have when you've created all of these perfumes you know like for dolce gabbana and your and et cetera et cetera and you have worked through an evaluator but i suppose on this project there was no evaluator or am i wrong yeah you are totally right it's in fact the uh the task master
9:14 was my daughter in fact because she was she was hard she was a bit pushy um she was let's say saying okay dad you show me some ideas some experiments but don't forget we want in terms of quality wise we want some angels you see and you have to reach on the six fragrances the level of angel and i said to to her let's see if we have let's one one good fragrance already at the level um of angel we will be extremely satisfied and i start i started working on the haze because most of the frances took me let's say between two to two two years uh one one one year and a half but um like the cannabis haze
10:01 i got it i would say rapidly it took me let's say one year but i i did lots of experiments and um i was a bit stressed because uh and it wasn't wasn't easy but but i mean the result is really good because what i achieved is really nice ace is one of our best hero fragrance yes right yes i heard i heard every single thing you said i suppose you can still hear me yeah yeah i still hear you no no problem yeah that's great because because i
10:48 think because i think i i think i vanished for a little bit but i could still hear everything that you that you said it's a and that was okay i was saying that that you know i heard and everybody everybody else heard i'm just going to keep going and hope that the technology doesn't mess up but actually you know it's interesting that your daughter said that she wanted you to reach the level of angel because there are lots of points of similarity between the these this this idea and the idea of angel being addictive and figurative and huge and a very clear direct idea something like angel actually could have fitted in this collection quite well i think no yeah it's a very uh smart question uh indeed well in fact i think one of
11:33 the first um the first great fragrance in the niche fragrance is probably angel and angel was angel was was totally new in terms of of creativity it was new because i i opened the the gorman family um even if i'm i'm staying humble it's it's the reality it's the new gomer family uh it was created in 92 but but the the way i created um the fragrance the the way i i was daring uh took took i took a lot of risk as well and the way also they um the um it was vera ruby and thierry mugler they decided to launch it
12:20 let's say in 50 to 60 stores in in in every uh great country um strategic country like in the states and they said they said okay we're going to open in few a few stores few dollars but we want to be number one and it was clear they became let's say uh number one in after three years among other fragrances and in order to create you know the the addiction the pleasure the addiction the teasing given you know no which is which you can totally see with with all six of these here now with these ones i'm very curious i suppose maybe it depends on each individual one but as you were making them and as you were working with your evaluator daughter
13:06 was she mostly telling you to kind of go down and make them quieter or wasn't she mostly saying to you no no come on papa more more more up up up you know in fact in fact the the the first step is to to get the accord you see if we go if we go back to the the cannabis uh i wanted to be as close as i'm going to spray it now actually while you're talking so that's haze which is supposed to make us think of cannabis yeah go on yes so so so i i tried you know to to to blend some some nice ingredients which are close to cannabis i didn't use any cbd uh the the ingredients are i'm using are totally illegal uh for example i've been using some wormwood some artemisia some
13:54 eucalyptus buds in order to get to give that sweaty a smell and a very nice very rare mint commun called spikata means pikata it smells as searched you know smells already a cannabis and whether it's the fragrance the formula is totally loaded by clary sage so so i try to to to be as close as possible to the cannabis bar and and then i try to to make it wearable you know for for women and for men with strength and diffusion so id is the the create the the the creation the creative idea is very important but then the style is also key because i need to
14:40 um to make it uh wearable with crash with the um you know um best ingredients yes what does that mean on a technical level to make it wearable does that mean for example that then you need to start thinking about musks or you know what what does it mean that means that means in fact uh i need i need a little bit to round up the the fragrance because uh i'm i mean we want to sell it i mean four for let's say two two percent of the population which is already a lot versus the 98 uh normal consumers but nevertheless it needs to be uh well dressed up you see uh wearable with
15:25 lots of pleasure people wearing my friends they get some compliments and they come back you see because they receive some compliments and they feel very comfortable also with the fragrances because no one else in the in the world um have that kind of profile fragrances and what's the reaction been like to hayes because to my nose i don't know if you will agree but haze really is like a kind of aromatic green fragrance and i think it is those those green perfumes can sometimes be quite hard it's quite difficult to sell right what's the reaction been to it well well in fact uh darius it's it's uh with haze and smoke we have two aromatics
16:12 and uh and uh i mean it's not too green it's the eucalyptus birds which makes it very aromatic uh rare i would say um of course when you smell it you you think uh i mean it's it's quite strange but but then you smell it again it's like a song you know when you hear it the the first time well you don't know if you like it or if you dislike it but at the end uh after after let's say a few hours or a few days you come back and saying okay well i like it and and then starts the addiction so do you like doing this through your perfumery do you almost like kind of playing with the consumer a little bit like seeing seeing how deep you can pull
16:58 them well in fact what i'm creating um i want that the consumers are perceiving exactly what i did and i try to to stay logic figurative with very few facets and when they they read you know on on instagram or on google what the what facets i've been using well as soon as they they spray my my creations they will notice and they will see the the differences between freshness between aromatic between woods or spices and and when they're recognized when they say well it's fresh it's aromatic lavender or whatever um well i'm smiling and i'm
17:46 extremely pleased because i achieved exactly what i wanted clarity i'm going to take a question from the audience do start sending them in folks and like i said it's always nice to know where you're where you're watching from because this is a question about knight which is one of my favorites from this range the question is from eric who says i love knight monsieur crisp and it reminded me slightly of your reformulation of fandue was that intentional or was it just because of the hint of cumin well no no i i didn't think at all about um about um you know femme de rochas the only common ingredient for sure is the cumin um the cumin in in in uh in this one in in night uh brings
18:34 you know the the sweat uh the sweat element it is in this case yes in fact it's it's a it's a beautiful the idea was to work on a beautiful um clean rose loaded with aldehydes but suddenly you shift uh really quickly to something to something very naughty so something very animalic uh um with with cumin with agarwood also a very good quality of wood which is fascinating very very mysterious also the agarwood you know very sensual and sexy uh and and then you have um let's say you have some saffron you have the the mask you have the cumin it's a very short formula um
19:19 but but to you know from from from clean it becomes um not keen at all yeah but the one that is a wonderful way yeah in a really great way yeah now i i would i have yes sorry to interrupt you but i have to to say in some countries like middle east the way we have to be careful and instead of saying you know it's sex and only sex no um we are saying it's a you know loaded with rose rose is romantic is the power of love and and so on and it works also very well because people are really attracted by the smell especially woman you know i i tell you i tell you um
20:07 a nice tip you know when i was uh when i was launching the when we were launching you know more than three years ago in france among um 40 french journalists among the six fragrances they said wow your fragrances are amazing we don't want to compare your fragrances against the competition of course because they like also the competition and this is very fair but they said they said i mean you are really breaking the rules and among the six franchises they said the best one overall is night you know so i i noticed that 100 of the women they were really in love of night fascinating i have to show you this comment olivier this is from a viewer
20:53 called yura saying of course people never have sex in saudi arabia [Laughter] of course no now i have to i have to ask you about smoke because even though i love night my favorite is smoke uh it had a very very very powerful and very personal effect on me so i would just love to know more about the tobacco accord in smoke is it is it some particular type of tobacco or you know what what what were you specifically trying to create here first of all i i would like to tell you also another story because yes go for it it's it's my my um you know you know my my uh um not style but the the way i've i've been
21:39 working on the francis you know it's a little also of nice nice true stories in fact i'm not smoking at all but an ace and and her brother sebastian they are hard you know smokers you see and i i started to to to to work on a kind of tobacco um like amsterdam you know because i i have some good memories of amsterdam people around me were smoking some nice tobacco amsterdam but what i dislike in the amsterdam it's the honey part so i try to make something close by nose starting on a balkan's tobacco um but the thing is
22:26 every time my son said to me uh you know dad you are you are not ready you are missing something and i said what what tell me he said no but you you miss something essential you don't understand and and i said what and he said it's smoke the smoke you know is so important and smoke i got it with with birch with cade and it worked very well with with tobacco and then it's the tonka beans also is very nice in the dry down of the fragrance in fact i'm using like 1500 ingredients in my palette and in order to to tell a story like a writer will do writing a book i'm trying to uh to to to fix some some
23:13 some colors together in order to reproduce the smell i want if i'm if i'm clear yes yes absolutely no absolutely fascinating that you know it's really interesting that you're saying that you didn't want the honey note because i think one of the things i like about this apart from the fact that it really had a powerful effect on me bringing back some memories yes um but i also love the fact that it's not sweet and i think it's so unusual now to find perfumes which are really dry i don't think we appreciate dryness maybe as much as we used to in the past and also i i learned also over the years that honey is not well appreciated in the world uh in terms of
24:00 you know when the consumers women and men are smelling it they dislike the they're rejected and the honey i don't know why but i didn't want to to to take too many risks but the thing is among the the six fragments smoke is really uh very powerful you know yes you can use few drops and you keep them let's say the two days uh even after three showers you're right you're right you know i would agree but you know you're saying you're saying you didn't want to take too many risks some people would say that this is quite a risky composition they are so uh uncompromising in a way and so direct yes it's true it's true but in fact
24:45 you know i take lots of risk but sometimes minimum risk because because uh i know that the the only that doesn't go on really well uh but but for sure with my collection of frances was so happy because i dared a lot you know daring daring is a is very important taking some risk that's something i cannot do on on the fan fragrances uh fields uh because because we want to be successful all over the world here yeah i can say uh okay i'm not i'm not going to sell let's say millions of the bottles but the thing is uh already we are extremely satisfied with what we are saying because we get some strong orders
25:31 are you are you available is acro available in a lot of countries around the world at the moment yes we are we are we are in north america we are in in europe in russia uh ukraine china soon uh on the internet the first i would say i mean i put the website there i i know that acro do a really excellent discovery set so i would absolutely i know that a lot of people have already gone to the website to order the discovery set it's a really good one because you get all of them in a in in the nice tin and i was very very excited and i'm not just saying that because you're here i said that publicly well as soon as i tried them one uh question
26:17 that came from uh you know in advance was from a follower a viewer called otis who said when do you know when do you know that your fragrance is finished and that there is nothing more to change or add yeah it's also a very good question in fact it's a never ending story um but the the the the thing is uh at one stage at one time uh we need to stop you know because we are saying uh in fact we are guided by the time saying okay in let's say in next year uh we want to launch a new fragrance which is the case uh it will be our seventh fragrance but in order to be
27:03 prepared to um let's say um order the ingredients uh go to the co-packer uh then send the the let's say the the bottles all over the world it's going to take time and we we have to be ready let's say one year in advance one year before and um and and at one time i need i need to save sometimes it's a pt because i enjoy so much making some experiments improving you know reducing that that patchouli adding more veggie there and so on very very precisely but one day you say okay it's over it's like like uh angel i i've done 600
27:51 experiments and the 601 was the best but i could have go on let's say 10 more experiments of 20 and among them i would have maybe created something even better but i mean as soon as you are sure and you are secured about yourself and you know that you get some compliments you say that's it i stopped and and you mentioned you mentioned next year so i have to ask you maybe you won't tell us but virginia is saying what's the seventh one going to be about are you going to tell us yeah yeah yeah you have to be patient and and wait until uh next year it's very soon maybe january or february uh it could be also
28:37 launched all over the world and and it to my opinion because i tried it uh an ace and jack they tried it also in the south of france uh we've got already some comments among friends um i showed it to some some perfumers also some specialist and wow they say um i mean the seventh one is even the best one overall we're going to be very very curious now you just mentioned well you just mentioned now other perfumers other experts in your career i've noticed going through the list of the perfumes you've made there are quite a lot that you have made with jacques cavallier do you miss working with him now he is now that he is you know exclusive to lv
29:24 do you miss working with him well well for sure for sure because um because jack is first of all he's a good friend you know he's part of my family we have been working let's see 20 25 years together uh we started to work at the quest then we uh we he went first at fir manish i went i went to to filming as well i followed him he was master perfumer i became master perfumer but he uh he wore it in 2011 to to take an another route and work for as a as a house perfumer work for lvmh which is a prestigious um company and made certainly a good choice but um for sure we uh we missed each
30:11 other uh because he um he has you know he is really talented he has good ideas as well and uh i mean when you talk to someone who's a is about your strengths uh i mean it's really really rare and is among the few uh talented perfumers i i know i can i can i can say also alberto morias which is also where st is still working with the company based in geneva he's also a good a good friend of mine and we have done also together some nice fragrances for sure absolutely and when you work with somebody like hey yes i wanted to say uh their use also um
30:58 30 years ago we were quite alone the perfumers they were working at the shadow closing their offices today the world has changed and we can we we are working and we are inviting the new generation to work with us well with the uh with the um 40 years old with the senior perfumers which have more experience and we it's not rare to see that you have three perfumers for perfumers sharing uh one idea it's because because sometimes it's the the perfumer himself who's asking it sometimes it's the the client and sometimes we want to make a success in china it's a market that we we we are
31:44 discovering we are not experts so we need some local perfumers you know uh or like in the states i don't live any longer in the states and the market is moving uh rapidly so we need we need also some some close fellow uh perfumers they have they are more experienced uh than us on on their local market so it's a it's a nice um melting pot of ideas and it pays off you know because it's a less stress as well to work with two or three uh perfumers yes not on all the frames do you find do you find that the really really young generation of perfumers coming into the business now are a very a different type of person
32:29 compared to to you and your colleagues or or not really does it you know how what are they like are they different the same well they they are they are they are intelligent they are they are passionate they are uh yes they have the passion um the well the thing is uh they are maybe because they they went to some special schools we have three schools in france and probably uh they uh they learned more than us than my generation to work uh quickly uh with with let's say a cluster of perfumers a small group and uh and it's it's it's nice it's nice working at two or three working with women i love to work with
33:15 women as well right because they they have a sensibility totally different and uh it's nice to um to mix uh experiences and uh to work also with foreigners also because um they learn from us but we learn also from them and then bringing all of those different olfactory experiences so this is this is a good point to kind of go to japan because i i would i would love to hear you talk about this for a few minutes this is one of my favorites of yours that you ever made can this for anybody who doesn't know this is kenzo jungle pujong which is getting harder to find if if not impossible to find out can you can you can you remember what was what was the brief for this well the brief you know it was
34:00 uh it was um maybe easier let's say 20 years ago uh because uh i was called by by uh either the the ceo of the company or by the designer kenzo tagado used to be a very good friend of mine and they wanted in fact the ceo of the company pierrot who passed away recently and then takada kenzo also passed away in fact they wanted to i don't know why they had they had an idea of uh bringing the the forest in the city the brief was that it's the forest into the city into a
34:46 a huge city that was the the brief and i don't know why but i started you know to combine ingredients that i loved you see like cedarwood and with spices like cinnamon and cardamom and and with freshness freshness from from from south south cities like la can where you can smell some orange blossom and so on and and i mean it was very simple and the the fragrance itself is uh has few facets it's woody it's spicy it's fresh and that's it and it was uh it was a really a successful fragrance but it's
35:31 no i think it's selling stealing but very hard to get on on the counters you you make it sound so easy it's like you say oh it's woody it's fresh it's spicy but but you know i don't know any other woody fresh spicy perfume that smells like this one i mean what what what did it take a long time to make you know did the brand because i think also you must have worked with was it celine verlo at the time maybe yes celine also celine she was she was the marketing manager of working with pierre ball and she was also involved and um in fact well yeah we were smelling on skin our experiments celine by the way she told me to to use some some mate in order to mix the bergamot
36:17 with the tea to get to get something more japanese you know like a green tea right and you see things should should be done simply easily uh when it gets too complicated then it's it's a mess and it doesn't work you see simplicity is key you know when i when i talk to some perfumers especially perfumers with this sort of um career and experience that you have i'm still so amazed that you can just sit and just talk you know talk about the materials and the formula in perfumes that you made a long time ago have you always had a good memory well i tried to i tried to still get a good memory i tried to to to you know to um
37:03 recognize the uh most of the ingredients the molecules as well um but yeah maybe today you have too many fragrances on the on the market like 200 2 500 so it's really hard to recognize them all it's like the niche for instance you have too many so um too many and and i have to say some of them are really really interesting but um i remember in the in the 80s 90s we had probably about 300 fragrances men's and women francis launched on the on the french market and it was a game for us for perfumers you know going in the in the subway uh going out on the street and trying to recognize
37:49 them you know and even uh darius um i was you know my lab was was the the tube was the uh the subway because um i wanted to smell uh in the wagon i wanted to smell what the people were wearing you know they go they go in the morning at their office and i wanted you know to understand at least the french the french taste you know because every year you you get the new uh new trends you see and it's very important to perceive and to to feel what's uh going to be the next trends as well that's fascinating now one question that's just come up here from eric and also a question that somebody asked before
38:35 that was about reformulation and and normally how does reformulation work for example frank who i sent his question wanted to know usually with a reformulation is it the original perfumer who does the reformulation so if one day you know angel had to be reformulated would they come to you first well uh yes yes they come they come to the perfumer it's simpler um but i remember once it was transferred francois machi gave me a good a good solution a good example because i said to him was years years ago he said to him but what do you do with channel 5 which is really a huge opus you know timeless fragrance and i said it's it has some some some castor oil
39:21 some silver some animalic nuts what do you do and he said oh well i withdraw them totally and they said well but you have a big hole you see because it's not going to to smell the same he said oh yeah you are you are totally right you know what i do i use more quality i use more rows more jasmine in order you know to um to to to to to to make the fragrance even richer even more feminine and the consumers maybe they will notice the differences that they will say oh well it's it's even better so that's what i intend to do uh as soon as i have to reformulate one uh well few few frames per year like we did by the way on the on our fragrances on night uh we have been
40:06 um you know withdrawing a uh molecule replaced by some something else which is even more expensive and uh right no one no one sees the the difference even experts they won't notice you see so if you do it properly if you do it smartly uh without also with always saying the truth then uh i mean it's it's paying off for sure right right out of the six micro fragrances which is the one that you think is the the most misunderstood at the moment the one that you wish more people would would discover or go to uh it's a good question um i would say
40:52 probably uh it's night it's night because yeah yeah it's because i mean in some countries it's extremely well appreciated in some others people are a bit lost because they don't understand the you know the uh the the rose the cumin not uh but but we have to explain again you know it's uh it's like uh one day i i've done also a great fragrance for fine fragrances it was gloria gloria from cacharel and the fragrance itself is amazing i still have on instagram people on linkedin saying well can you can you compound it again for us or can you work on something else um because we still love that big
41:39 vanilla uh it's it's gorgeous and um and in fact it wasn't you know sometimes it's not a problem of fragrances itself it's it's more related with the um the commercials the price also the uh and in that case for um gloria casarelle in fact the bottle was nice they they've also launched the ancillaries and it was complicated to make some differences between ancillary's bottles and the with the body mist and the fragrance itself and also the the the print also the print name gloria wasn't mentioned so maybe maybe the the weakness were there but
42:26 yeah i still have some regret about gloria which was gorgeous and and tonight we're going to um to educate more the uh the um the the boutiques in order to sell to sell it sounds good we're running out of time and there's a few questions i want to give you we have to talk a little bit about about this one again and i'm gonna i'm gonna take i'm going to take the question from that angela sent she wants to know when you actually created angel with you've already said with vera struby and migler did you know did you know that it was going to change things forever yes yes i knew it you did i knew it i i tell you and and i don't want to be a proud
43:14 but when i was uh creating the fragrance my wife for example because it was so secret uh she was wearing some experiments of angel and she was stopped uh everywhere everywhere in the lift uh i even one day uh we had some people knocking at the door in our flat it was nine nine o'clock at night and they they were saying sorry uh but there is a smell in the corridor in the lift and it's a true story um and and they say uh well well probably you you bought it in the states uh is it available and and it was so people were addict you know they were they're they wanted to buy it and yes as soon as you have
44:01 uh some compliments it could be a taxi driver it could be when you buy your bread in the battery in the morning when you have you don't need thousands of of um compliments but you when you have two or three people in the in the day saying to you um i mean it's so different it's so nice [Music] like actually i'm creating a kind of orange blossom for a brand and every time my wife wears it it's in the south of france and there is a girl um by the way she sells some fruits arranged lemon and and she said ah well well i i know you are i notice you are coming because um i
44:48 smell it from from 10 meters what you are wearing you see um so you know you know then you know as soon as you know you you get you get more um um confidence and that's the right uh right word absolutely i'm going to give the last question to uh to a viewer who's asked because i think it's a good one but before i ask that final question i just need to say a huge huge huge thank you for giving up your time and giving up your friday evening to talk to us congratulations on the acro range those of you watching uh please go to persolas.com if you're based in the uk for a little giveaway uh where you can have a chance to win a full bottle of acro please keep in touch with us olivier we will all be dying to find out what the seventh addiction is
45:34 going to be but before we go one last question to sam who says monsieur cresp if you could change one thing about the fragrance industry what would it be it's a very good question it's the ending question in fact i would suggest to our clients and our distributors to to launch less fragrances you see to to to go back instead of launching let's say the newcomers uh every time um every week some some the flankers some limited editions they should uh take more risk and launch some pillars masculine pillars then feminine pillars in every
46:22 brand um taking more risk and and then we would uh go back uh like 20 years ago with maybe 300 lunches and it's more than enough you know and and and and that's it so so we narrow down a little bit uh the lounges the feminine masculine launches yes slow down and take your time is usually good advice isn't it yes thank you thank you so much olivier thank you very much everybody for watching and stay tuned for hopefully more interviews and more reviews on personalized.com goodbye good night to you olivia thank you daniel it was a pleasure talking to you and uh and uh thanks to uh the the the followers which are
47:12 also sharing a passion we are all sharing a great passion loving and creating fragrances thank you
