The perfume sector puts its nose in laundry – Liberation

The smell of clean linen is very high in the pyramid of olfactory proust madeleines capable of comforting instantly. Renowned perfumers, creators of luxury products, so -called nicheare closely interested in laundry and softening products. Francis Kurkdjian, renowned nose and now director of creating Christian Dior perfumes, imagined a derivative of his Aqua Universalis to make it a « Universal Perfuminte » For linen in 2009. BDK, a French brand founded by David Benedek, offers « laundry waters », in sober cans, which she sells in her shops, far from the « household products » shelves.

The prices are much higher than a classic detergent, but less than the reference scents in the case of Kurkdjian (250 euros per 100ml in perfume version, against 40 euros per liter for laundry). The brands admit that if this type of product remains anecdotal in terms of sales, they allow the scent to be brought to the creed of lifestyle other than with a candle. Getting a place in the world of the house and diversifying its offer makes it possible to differentiate yourself in a perfume sector close to saturation.

In detergent as in perfume, we speak of head notes,