Perfume: ...it's a substitute for having an orchestra follow you about playing the theme song of your choice. (Luca Turin)
What kind of project is this, and what is it about?
This is not only a project for new and extraordinary, selected perfumes.
Above all, this is a project to break down the old and rigid barriers of a genuinely fascinating perfume market. A market that offers great potential for new creative concepts.
As a perfume label, we are the platform for bringing together young, aspiring already international successful designers with the world's best perfumers. In this role, we are curator, gallery owner and sales partner all at the same time.
We offer designers the complete package in perfume development and marketing, from the initial idea, through the concept and the creation of the fragrance and its packaging, up to the sale of the finished perfume product.
Our label gives designers the freedom to realize their visions. Through accessing the perfume market, they can reach a new, broader range of people, thereby increasing their reputation and their economic success.
Furthermore we provide perfumers the space to create special fragrances without having to submit to the specifications of the marketing departments of major consumer goods manufacturers.
The result is a variety of very exclusive and creative perfumes.
Our fragrances are produced in small units of 15ml (0,5 fl oz.). We have two objectives: Firstly, we want to give a large target group access to our high-quality, selective perfumes. Secondly, we want to encourage people to try new things, to discover the various facets of their own personalities and to express them with the scents. Whether it's only one exclusive fragrance or a personally created fragrance wardrobe, with these small quantities, anything is possible for everyone.
For us, luxury is variety, not excess!
What is our story?
It all started when I (Alex) tackled the topic of the "perfume market" in my diploma thesis. Through in-depth interviews with top managers of the industry and some initial market experience, I developed a picture of the challenges and problems in the perfume market. The basis was then laid for the resulting concept of Verdúu.
For five years I worked for one of the largest international perfumery chains on their market concepts. Over these five years it became clearer to me that I wanted to change something in the perfume market. So the concept of Verdúu arose, over many years.
Nine months ago, Tino and I then made the decision to put this concept into practice together.
Tino is a business consultant and we got to know each other during joint projects in a large company. We quickly discovered that we work very well as a team, because we are very different and thus complement each other well.
Tino is the rational mind and directs us in planning and commercial aspects. As a creative thinker I am responsible for the Business Design and all topics related to product and market strategy.
The first fragrance is ready for production!
It's a perfume from the Berlin based fashion designer Hien Le. Mark Buxton, one of the world's best perfumers, developed the fragrance based on the creative briefings of Hien Le.
The first frangrance will be a unisex scent with the following characteristics:
Top: Cedrat oil, green Mandarin, Peppermint, Rosmarin, Orange flower
Heart: Lilly of the valley, Thym, Mango, Magnolia leaf, Sandal,
Fond: Vetyver, Patchouli, Cedar wood, Musk, Amber, Gaiac wood
Everything is ready for production. We selected all single components with attention to detail and the passion for quality. Now, the fragrance has to be produced at our manufacturer in Grasse (France).
In order to realize the cost-intensive production we need your support.
Who is the Fashion Designer?
Hien Le is one of the best-known German designers of the internationally emerging fashion labels.
He began his career in fashion at a young age. It all started with an apprenticeship as a tailor in Berlin. Later he worked for the French Marie Claire and the Belgian fashion designer Veronique Branquinho in Antwerp. He then returned to Berlin, where he founded his own fashion label in May 2010.
In July 2010, he made his debut at the Berlin Fashion Week as one of three promoted young designers - his show ended with thunderous applause. Since then, the label Hien Le has stood for pure minimalism and reduced aesthetics with a high standard of quality and attention to detail.
Who is the Perfumer?
Mark Buxton is one of the best "noses" in the perfume industry.
Many people wear Mark's perfumes without knowing that he designed them. As a perfumer, he has created scents for Versace, Burberry, Cartier, Comme des Garçons, Van Cleef & Arpels, Ferre and Chopard, among others.
Mark is an ambassador for the fine art of perfume creation. He seeks challenges in projects where he can design something new in order to use his great creative potential and his tremendous expertise.
When we visited Mark in Paris and told him about our idea and our concept of Verdúu, he was immediately enthusiastic and pledged to cooperate with us. The challenge of working with young designers on new fragrance concepts and of creating something new and unprecedented excites him.
What values does Verdúu stand for?
We see ourselves as part of a new perfume culture, as curator, gallery owner and marketing platform for young internationally emerging fashion labels.
A fragrance is created on the basis of the creative concept of the designer in collaboration with the perfumer. Here, the designer specifies his own special idea according to his current inspiration for the current collection. The perfumer takes this impulse and interprets it in a very individual way. The perfumer then develops the fragrance creation.
Each of these perfumes tells its own story. We tell the story of this fragrances. We also tell you something about the designer and perfumer.
We strive for a development of the perfume market that moves away from the industrial monotony towards an individual high art of the profession of the creation of unique and distinctive perfumes. Diversity and differentiating characters are the focus.
For us, luxury is variety, not excess!
We are multipliers for a fragrance experience that moves away from one favorite perfume towards a diverse "fragrance wardrobe".
We are proud to claim that our products are of the highest quality. To stay true to this claim, we have decided to limit our perfume units to a size of 15ml. Thus our fragrances are, in spite of the highest quality, affordable for many people. So you can easily try new things and, instead of purchasing one high-quality fragrance, can create an entire fragrance wardrobe.
In order to make the first steps with our perfume label, we have to conduct the cost-intensive production for our first fragrance. And this is where we need your support.
Risks and challenges
We are at a stage where everything for the production is organised. Our producer in Grasse has been doing a great job supporting us regarding all the needed decisions. Everything is set up to start the production. We are just waiting for the number of pieces.
Of course like in every other production, there are risks which can result in a delay of delivery. We work closely together with the very experienced manufacturer to track the production and to prevent complications.
The development of the following fragrances will start soon. We are already in contact with other designers and we want to develop three more fragrances till March 2016. We planned the upcoming steps wisely in order to have a realistic timeline.
We will update you with every milestone we finish.Learn about accountability on Kickstarter
- (20 days)