Parfumerie Générale: Interview with Pierre Guillaume
I’m thrilled to bring you this interview with the nose behind Parfumerie Générale, Pierre Guillaume. But first, his official biography:
Pierre Guillaume was born in 1977. After studying Fine Chemistry, Pierre Guillaume joined the Laboratoire de Formulation Industrielle founded by his father, Christian. Here he worked in the Research and Development department and in particular was involved in the design of speciality products for cosmetics. Fascinated by the artistic expression of Chemistry in the form of Fine Perfumery, he enriched his traditional “Perfumer’s Organ” with a palette of varied ingredients drawn from the worlds of cosmetics and botanical research. Exploring new possibilities, he then applied the techniques and knowhow of industrial chemistry to the work of composing perfumes. Going a step further than the simple manipulation of ingredients in terms of quantity and formulation, he worked on the resulting material itself, and on the interaction of physical factors — light, temperature and ultrasound, to mention just a few. The result was Photo-affinage® or “photo-refining” which creates links between spicy and fruity notes, giving a perfume the “vibrant” character which is a sign of recognition for his creations. When he uses an unusual ingredient, this is solely for the contribution it makes to the olfactive construction of the perfume, not a simple marketing ploy. Today Pierre Guillaume has created 15 fragrances that he formulates in total creative and financial independence in his own workshops. Under the name “Parfumerie Générale,” echoing his own initials and saluting the Alternative Perfumery which he finds so inspiring, his perfumes are identified by a number so that they can be discovered free of any distinction or preconceived classification as men’s or women’s fragrances. PG by Pierre Guillaume is making its mark as an innovating spirit in the world of Perfumery, stimulating it and breaking its rules with invention yet respect. (Copyrights © Pierre Guillaume Parfumeur – February 2005. Marque déposée. N° national 05 3 345 328 www.parfumspierreguillaume.com)
1. How did Parfumerie Générale come about?
The meeting with Mr B., a Swiss businessman and major collector of art and perfumes was the deciding factor… We were introduced at a party and he fell in love with “Cozé” which at that time had been created for the exclusive use of my father and myself … I gave him a bottle and 3 weeks later he called me and dictated his first order: he had introduced the perfume to his circle of friends — businessmen and celebrities from many different fields — and they too had been instantly captivated. The following year saw the addition of female clients, as “Brûlure de Rose” and “Cuir Venenum” were created at his request… Faced with the necessity of designing packaging that didn’t resemble laboratory-type bottles, the choice of 20th century French industrial design immediately seemed to me the obvious solution, like an echo of my initials: “Parfumerie Générale” was born.
2. What is your perfume motto?
“Awakening new emotions…”
3. Are all Parfumerie Générale scents created by you?
To this day all the PGs are the result of my own work, I find it difficult to work as part of a team…However, I do intend to produce creations by young and as yet unknown perfume-makers to help them make their name: I want “Parfumerie Générale” to retain its image as an inventive and innovative company!
4. Have you had any perfume mentors?
I have just one friend in the world of perfume, that’s Francis (Kurkdjian), I also have a great fondness for the work of Alberto Morillas…
5. What are your favorite perfumes?
M7 by YSL, Miss Dior, Shalimar, Fracas……
6. Which of your creations are your favorite?
Always on to the next one …
7. Does Parfumerie Générale plan to export the line to the U.S.?
PG sells to the USA via its internet shop, we do not yet have any sales agreements in place with USA distributors, if a shop wants to work with us it has to be because they’ve fallen madly in love with our products, which is why we don’t go out looking for trade contacts: we want them to come to us.
8. Does your shop have a sample program?
All the perfumes are available in mini-bottles from the internet shop, www.boutique-parfumerie-generale.com
9. Parfumerie Générale perfumes have very unique names. How do you choose names for your creations?
The choice of a name is a difficult task, but also intellectually very stimulating, the important thing is to get across the essential elements of the story of a fragrance, the journey that it takes you on, while retaining a certain poetry and a style which reminds the public that this perfume belongs to a particular Company. Sometimes a name I have thought of has inspired the perfume: this happened with “Jasmin Prédateur” which is coming out in a few months’ time: I wanted a “feline” perfume, the image of a white tiger asleep on a bed of jasmine… revisited!
10. What piece of advice would you give to a perfume lover?
It’s about asking yourself what a perfume contributes to the development of an olfactory family – and about following your heart of course!
23 comments June 28th, 2006
Today I’m wearing New Haarlem by Bond No 9, my favorite coffee perfume. There’s a fire drill at work today, and even though I’ve been thoroughly assured it’s really not a big deal, I’m rather antsy. I mean, this is a Chicago highrise, people (plus, I’m supposed to wear a dorky hat). On top of everything, there’s a major thunderstorm approaching. So, I picked New Haarlem for today’s scent because it has everything I need at the moment – bergamot (to rejuvenate), cedarwood (to balance) , coffee (to invigorate), vanilla (to cheer up) , patchouli (to calm), and lavender (to pacify). Life is good.