There is no doubt that fragrance has the power to utterly alter the way we feel – it can lift our spirits, transport us to a specific time and place so rapidly we’re left reeling with sensorial shock or swathe us in comfort just when we need it most. But what about taking that further and using ingredients in perfumes to target particular feelings and to provoke our enjoyment beyond merely “smelling nice”?
Valeur Absolue take inspiration from aromacology, mineral therapy and the roots of 17th century fine perfumery: each scent created to fragrantly enhance a mood – the key ethos being to uplift, relax and revitalise. Of course fragrance-lovers instinctively understand perfume’s feel-good factor: But Valeur Absolue’s founder – Geneva-based Benedicte Foucart – wanted to take that one stage further. Imagine fragrances infused with ingredients known to soothe, to nurture, or to inspire passion. Imagine gemstones, not only creating something beautiful to look at – but, according to Foucart, helping to shift energies… With many people now subscribing to the idea that semi-precious stones can harness “healing” powers, it’s certainly a fascinating path to follow within the world of luxury perfume.
Having worked as International Vice President at Elizabeth Arden (where many fragrances were launched, during her tenure), and then perfume house Firmenich as head of global marketing, Foucart came to the brand with ample consumer experience. Indeed, Valeur Absolue was actually inspired by a consumer study of 10,000 women in the USA and Europe, which revealed ‘the growing dissatisfaction among women concerning the current offerings in the fragrance market,’ observes Benedicte, explaining, ‘Our products are “more” than perfumes; above all, perfumes that smell absolutely delicious, but they are also real wellbeing elixirs which offer real benefits to women.’
“Areumat perpetua” features in all the blends – a natural extract of immortelle flower, linked to the release in the body of feel-good beta endorphins. The ultimate vision Benedicte had for Valeur Absolue was ‘to bring fine fragrance and wellbeing back together,’ returning to the tradition of the 17th Century roots of fine perfumery, and the time when perfume had a health- or mood-enhancing powers.
Rouge Passion marks the seventh fragrance in their line, and takes the story further with regard to creating a scent that takes a more intensely sensual direction. Champacca is the stand-out ingredient for us, here (collars woven with champacca were traditionally worn by Indian women as a seductive ploy, so Benedicte informs us!) with a deliciously addictive quality that keeps your nose clamped to your wrist long after spraying. A softly powdered tonka bean was chosen to round off the base – a highly sophisticated yet totally on-trend gourmand touch that we dare you to try and resist…
Valeur Absolue Rouge Passion £59 for 50ml eau de parfum
Buy it at House of Fraser
Can crystals “heal” or enhance? Well whatever you believe, there’s no doubt the gem-filled bottles are beautiful objects in and of themselves, and the soft rattle you get with each spritz is terribly satisfying and soothing to play with. More than this – and most importantly – the fragrances smell great. These are not “spa” products, it was vital for Benedicte to give women contemporary, sophisticated scents they actually wanted to wear. The new branding – which we love – reflects this, and the whole ethos of the brand: wellbeing through elegant simplicity, for people who don’t want to compromise.
Interested in finding out more of these crystal-powered, mood-enhancing scents? Read our page dedicated to the brand to match the perfume to your personality, and check out their website for an in-depth guide to each fragrance….
Written by Suzy Nightingale
