INTERVIEW WITH NATHALIE FEISTHAUER
Hello Nathalie, we have had the pleasure of collaborating with you for many years and still admire your talent and expertise in perfumery. We would like to know more about your approach and how you create unique olfactory universes.
Together, we have shaped many iconic signatures, such as that of the magnificent Aristide hotel nestled in Montmartre or that of Barnes, whose fragrance radiates and leaves its mark on the mind with its refined elegance. Each creation is an invitation to sensory discovery, a journey through emotions and atmospheres.
Dive into this exciting exchange with an exceptional creator who is constantly pushing the boundaries of home fragrance.
What attracted you to perfumery and, more specifically, to home fragrances?
Lorsqu’à 16 ans j’ai senti Opium d’Yves Saint Laurent, ça a été une révélation : je voulais devenir parfumeure. Ma passion m’a permis de composer des parfums ainsi que des parfums d’ambiance. Ces deux produits sont certes différents, mais dans les deux cas, ce qui est important pour moi, c’est de créer une fragrance personnelle et unique.
Selon vous, en quoi un parfum d’ambiance peut-il influencer l’atmosphère d’un lieu et les émotions de ceux qui l’habitent ?
On ne se rend pas toujours compte qu’un endroit est parfumé. Mais que cette présence olfactive soit consciente ou non, elle change la perception du lieu. C’est une signature subtile et pourtant très puissante.
Quel souvenir olfactif ou expérience personnelle a marqué votre envie de créer pour les espaces plutôt que pour les individus ?
Quand mes enfants étaient petits, j’adorais l’ambiance parfumée de Bonpoint, et nous nous y baladions souvent. En rentrant à la maison, je continuais de percevoir l’odeur qu’ils vaporisaient sur le papier de soie. Encore maintenant, quand je sens Bonpoint, cela me rappelle ces balades.
What led you to explore ambient perfumery, and how does it differ from personal perfumery?
When you imagine a fragrance for a space, where do you start? Anything can be a starting point: the words, the images, the atmosphere, the place. Sometimes it's obvious, and other times I take a step back...
How do you choose raw materials to evoke a particular atmosphere?
Woods and incense are often suitable, but floral or citrus notes can also convey particular emotions. It all depends on the atmosphere you are looking for.
In your opinion, what does a room fragrance bring to our daily lives?
It is a comfort zone, a moment of beauty and pleasure, a memory...
Do you work more for individuals or professional spaces?
I work mainly for professional spaces.
What do you think a perfume should evoke?
In my opinion, a perfume is supposed to evoke good memories. It should provoke a feeling of tranquility in you. It is also the reflection of a personality.
Your definition of scent marketing
For me, olfactory marketing is a complement to what a human being is capable of feeling. After the visual impression and the sound impression that we have when we arrive somewhere, the olfactory is the third impression. These three elements reassure us and make us want, or not, to be in a place. Scent marketing facilitates by complementing and maximizing a person’s experience. This allows us to show that we have done everything to make a person feel as good as possible, that we care about each person’s feelings.
Why did you decide to create an olfactory identity at ASWO?
If we decided to create an olfactory identity within our ASWO premises, it is mainly with the aim of creating a pleasant workplace for our employees but also for people visiting us. We wanted to form a sort of cocoon in which we feel good, where working conditions are optimized for the well-being of all. In addition, this perfume leaves a memory for our visitors thanks to the olfactory memory that we have. When we smell this perfume, we think of ASWO.
The future of home fragrances
What will the home fragrance of tomorrow look like?
The future is the exploration of new scents to create more personal and unique olfactory themes.
If you could encapsulate the essence of a place in a room fragrance, which one would you choose?
My favorite cove in the Var: the smell of fig trees, umbrella pines, the sea and the sun.
Do you have a dream or a specific project to realize in this field? My best project is always the next one. I am open to any proposal!