PARIS — In keeping with its name, L’Artisan Parfumeur is launching the first talent show dedicated to the art of perfumery, called “Le Nez.”
The Puig-owned brand, which celebrates its 50th anniversary this year, aims to shine a light on the mysterious profession that makes fragrance, a living, invisible art, and to reveal the talents shaping perfumery’s future.
“Le Nez” was created in partnership with Givaudan, the Swiss fragrance supplier, and coproduced with Mediawan’s subsidiary 909 Productions.
Thomas James, president of niche and wellness brands at Puig, took note of the frenzy about the world of fragrance on TikTok and other social media platforms. The interest comes from the young demographic fueled by Gen Z, which is becoming more expert about perfumes.
“I asked myself: How can we reach those people and talk to them in a less classical way — in a more pop format,” James said. “How can we also shed light on something that is very mysterious: how to become a perfumer?”
Alongside addressing the category and cohort in a disruptive, resonating way, another goal is to discover new talents. “We wanted to really have an opportunity to get fresher ideas, a new point of view on the métier of the perfumer,” James said.
He approached Mediawan, the independent content studio. “I told them I want to create the first-ever fragrance talent show in the world,” James said.
The format is innovative, involving 30 students from France’s prestigious perfumery schools École Supérieure du Parfum, or ESP, and Institut Supérieur International du Parfum, de la Cosmétique et de l’Aromatique Alimentaire, or ISIPCA.
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