DOES NOT SECRET THAT ARAB PERFUMES NOW IN THE WAVE OF POPULARITY. BUT ONE BUSINESS - TO RELEASE STRONG WOOD FRAGRANCES IN THE EAST, AND MORE OTHER - TO CREATE ITALIAN SPIRITS INSPIRED BY THE TRADITIONS OF ARABIC CULTURE. It was SO DECIDED TO COME TO CINDY GILIMANT, FOUNDER OF THE NEW MORESQUE PERFUMES LINE LINE. Interviewed by Irina Malkova
Cindy, this is your first time entering the perfume market. You are a Frenchwoman yourself, you live in Milan, but they decided to arrange the launch of the Moresque collection in Dubai.
Cindy: We first introduced the brand at the ESXENCE 2015 Niche Perfume Exhibition in Milan this March. There we only demonstrated aromas, and launched the brand in Dubai in conjunction with the Paris Gallery. And for us to be exclusively represented in Paris Gallery stores is a great honor.
Is your brand still Italian?
Cindy: Absolutely. But the brand concept is Arabic. Our slogan: "When high perfumery meets the art of the East." This is the line between the rich perfumery tradition of Arabia and Italian quality and design. The launch of the brand in Dubai is very symbolic for us.
What does Moresque mean?
Cindy: In English, it means "Moorish." Moorish civilization is rich in ornaments in art, as is Arabic culture. In fact, it was from the Arab countries that Mauritania came with geometric ornaments, including our logo.
Why did you decide to create perfumes dedicated to the East?
Cindy: I myself am from France, but my grandmother is from Algeria. So the Arab blood flows in me, even though you cannot tell it outwardly. As a child, I lived in a large family, and many of her women worked in the beauty industry. My grandmother was a green-eyed elegant blonde - every morning she went to the dressing table and choked on one of her spirits brought from the East. Watching her, I already decided that I want to work in the perfume industry. After graduating from an MBA in America, I worked as a consultant to promote new perfumes on the market, and then I met my husband, the owner of a perfumery factory from Italy, who supplemented my knowledge with production nuances and the whole technological process for the production of fragrances. And then I decided to create my own line. This is where your Arab background came in handy.
Cindy: Yes, and in particular my trips to Dubai. I came here quite often, and on one of my visits I met my future partner, the "nose" of my collection. You know, it was in the East that I learned a lot. For example, in the Emirates it is customary to present a bottle of perfume or aromatic oil as a gift. Not flowers or cakes, namely perfumes and oils as a sign of respect and respect. Therefore, my line is a tribute to the rich perfumery tradition of the East.
What did you want to convey with your collection?
Cindy: Two things. I wanted the spirits to be rich, and by wealth I mean the cultural and social diversity of my travels around the world. Secondly, I wanted to demonstrate a fashionable reading of oriental incense.
Usually the aroma of oriental perfumes is very strong, astringent, but you managed to achieve a delicate balance between eastern and western fashion. What do your fragrances carry?
Cindy: The black line, in which three flavors - Al Andalus, Emiro and Rand, embodies intelligence and elegance. White line - Tamima, Diadema and Moreta - purity and freshness. Perfume Aristoqrati is the spirit of the royal dynasties of the Middle East. All perfumes are unisex and carry charm and grace - these are the two qualities that we wanted to convey to the consumer. We also released aromatic oils. When you first use oil, and then apply perfume, the smell remains on the skin much longer. Although all my fragrances contain natural ingredients, that's why they are already quite persistent.
In my memory, you are the first Italian brand whose world premiere took place in Dubai.
Cindy: We wanted to see a reaction in the Middle East first. But already this fall we are launching in Italy, then in Russia, and so on. Inspired by the positive reception at the Milan Niche Perfume Trade Fair, we are excited about the launch of the brand in the Middle East.
And how do you see your main consumer?
Cindy: Since perfumes are quite expensive, he must first understand the world of fragrances and understand them. The price starts from 1290 dirhams - for Dubai the price is normal, but for Europeans in Europe this is the highest class of perfumery, so not all perfumes will buy it. Age is absolutely not important. Moresque will be sold only in certain galleries and niche perfume stores.
Any collection of perfumes, especially the very first ones, reflect the personality of its creator. Is it possible to recognize you in these aromas?
Cindy: To some extent, of course. I travel a lot, both for pleasure and for work. Sometimes it seems to me that I was born with a suitcase. My father was a banker, and every three years we moved somewhere. Now my husband has his own manufactory and, besides, we have a three-year-old child, so I can’t travel so much, but I draw all my inspiration from trips. I once liked America, but after the first time I arrived in Dubai, where everything is changing and building so quickly, I was absolutely subjugated by this country. I also like to do yoga and read. By the way, my favorite book is Ishmael by Daniel Quinn, an interesting philosophical and educational novel. I recommend to everyone.
