Loewe, summer fragrances, novelties, fashionable perfume, summer perfume

In the first days of summer, an expert in the field of perfumery, general director of the Spanish brand Loewe in Russia Vera Tron visited Volgograd. There are legends about our hot summer, therefore the question with which we began our conversation with Vera sounded like this:

– In the heat, when all smells are perceived more exaggerated, the scent of perfume can discord with your sense of smell and cause negative emotions in others. Therefore, it is better to refrain from bright, saturated aromas until the onset of coolness. I would recommend using accompanying products in the summer – shower gel, body milk, deodorant. And if we talk about perfume, then light, airy, citrus or aquatic aromas go well in the heat. Since 2010, every two years, Loewe has been releasing limited edition collections specifically for the summer. Since June 1st, our current L Loewe Cool novelty has appeared on store shelves. A subtle and delicate aroma, a breath of fresh air on a hot day. It continues a tradition that emerged during the 2008-2009 crisis. Then the Loewe brand just entered the Russian market and immediately fell into a crisis. It was necessary to create something that would keep afloat in difficult times and attract a new audience. And we convinced the head office to develop a fragrance exclusively for Russia. In 2009, the L Loewe perfume appeared, the main ingredient is a peony, which in Russia is associated with spring and early summer. The fragrance was developed by perfumer Emilio Valeros, who has been working at Loewe for over 20 years. It turned out that as a student he visited Moscow and went for a walk in the botanical garden, admired the peonies there and once saw a very beautiful girl, but did not dare to approach, because he did not know Russian. But the nymph impressed him so much that the emotions associated with that trip led to the creation of such a magnificent scent for Russia. The product turned out to be very commercial. The scent of freshness, spring flowers, purity … This tradition was decided to continue five years later, and today the fragrance L Loewe Cool has appeared.

– The first fragrance was created in 1972. It was L de Loewe eau de toilette. The bottle was given to ladies who made large purchases in boutiques (and by that time Loewe was already a recognized leader in the production of luxury leather goods). So the brand told them on the one hand, thank you very much. On the other hand, it was the finishing touch to their image. And after a while, women began to return to the store to purchase this fragrance. It was released in limited edition, there was no opportunity to buy it, but for Loewe it was an impetus to create a perfumery direction. And at the moment, the brand is represented in five thousand points of sale around the world.

– Work on a new fragrance always starts with a brief – for whom we want to create a fragrance, who is our target audience, but this is by no means age. Our fragrances are for everyone. Both mom and daughter can use it. For example, a few years ago I Loewe You was released, which I defined for myself as the scent of the first spring days, drops, snowdrops. It was originally developed for teenage girls, and girls from 15 to 55 years old bought it. This freshness charged and lifted the mood.

– According to the classical canons of perfumery, the smell has no gender. The same scent can be suitable for both girls and men. The main thing is that you feel comfortable, and he does not cause negative emotions in others.

– Perception of aroma is momentary. You went to the store, they gave you a taste of the fragrance, if you liked it, it is yours. But do not rush to buy, apply on yourself and walk for about 10 minutes. Sometimes the fragrance formula and your individual scent may not be combined. Live with him a little, and if he continues to like him, take it! In my opinion, giving perfume is a mistake. There is a big risk that the scent will not work.

– Traditionally, these are pulsating zones – the wrists, behind the ears, a little on the hair and enough! Eau de toilette lasts 4-5 hours, eau de parfum – 6 hours, so you can apply the fragrance twice a day. The perfume lasts up to 15 hours, now it is a very expensive pleasure. They are sold in bottles of several milliliters, without a spray bottle, applied with a finger. And remember: if the scent is yours, then you will soon get along with it and stop feeling it, and then there is a temptation to add more. But here the measure is very important – it should be pleasant for you and those around you.