Perfume, you, me, and her have all bought and owned many, but do you know the bitterness behind perfume making? Just for a floral perfume, the variety of flowers, the soil in which they are grown, the time of picking, the method of extraction, every step is carefully calculated by the perfumer. The blending of different floral scents, how to highlight the layers of fragrance, even the color tone of the perfume liquid, everything is a professional knowledge and accumulated experience.
If you are also a perfume enthusiast, be sure not to miss Dior’s first perfume documentary “NOSE”! You may be wondering why a documentary on perfumes is not directly named “Perfume” or “Fragrance,” but “Nose.” This is because the soul of each classic perfume is created by the hall-of-fame perfumer known as the “Nose.” Without the hard work of the “Nose,” there would be no perfume at all! Dior’s perfume documentary “NOSE” not only unveils the mysterious veil of the brand’s perfumes, but also pays tribute to the brand’s chief perfumer François Demachy!
Last year, I had the privilege of speaking with François Demachy in Tokyo, and I was deeply moved by this 79-year-old perfume craftsman who has been in the industry for many years and created countless classic works. François grew up in Grasse, the capital of French perfumes, surrounded by flowers and plants. After graduating, he entered the perfume industry. In 2006, he joined Dior as the Chief Perfumer of Dior and the Director of Fragrance Development at LVMH, creating classic fragrances such as Dior Homme, Miss Dior Cherie, Sauvage, and the popular Maison Christian Dior series in recent years!
In conversation with François, you will feel his passion and dedication to perfume creation, even in the face of changing climate conditions affecting floral crops, evolving market demands, and various creative constraints. François Demachy manages to balance craftsmanship and innovation, consistently presenting stunning fragrances. Last year, François Demachy was even awarded the Knight of the Order of Arts and Letters in France, recognizing his contributions to the arts.
The documentary “NOSE” was co-directed by Arthur de Kersauson and Clement Beauvais, visiting 14 cities with Francois Demachy, including Grasse, Paris, Cannes, Madagascar, Sri Lanka, Tokyo, Shanghai, and more. Together with the master, they experience the process of searching for rare raw materials and perfume production. The film is approximately 70 minutes long and is now available on VOD on Apple TV, Amazon Prime Video, Google Play, and other foreign streaming platforms. Perfume enthusiasts in Hong Kong eagerly await the day when the film will be available on local platforms, embarking on a fragrance journey with Francois Demachy!
