An Anti-Marketing Brand Focused on Scent Quality

—What is the main characteristic of Parle Moi de Parfum?

We create pure, exquisite fragrances. We are a brand that values our customers' independence. We want them to choose the scent they desire without being swayed by extraneous information.

We questioned this and deliberately chose to go against the current. We present only the scent itself and accurate, pure information related to it. For example, the data on what ingredients it is composed of, or how many prototypes were made to create that fragrance. There is absolutely no falsehood in this.


—Do you have any particular focus on the raw materials?

No. We do not engage in dramatic craftsmanship like 'using extracts from a special flower found only in the remote mountains of ○○.' Nor do we insist on using only natural ingredients. We also do not exaggerate the brand story. The most important thing is, after all, the final scent itself. Fundamentally, just because rare ingredients are used does not guarantee that the resulting fragrance will be wonderful.

Unleashing the Genius Perfumer Father's Sensibility

—The exclusive perfumer for Parle Moi de Parfum is your father, Michel Almairac. Did you conceive this brand, or did your father?


I did. Without any familial bias, I believe my father is a genius perfumer. However, the work of a perfumer is not often recognized publicly for its achievements. When a fragrance they create becomes a hit, the brand's reputation improves. I wanted to put my father's name forward and allow more people to enjoy his creations.

—Your father has created many masterpieces, from big fashion brands to specialized maison fragrance brands. In a sense, haven't you been deeply immersed in a marketing-driven world while creating fragrances?




—Was your father tired of that kind of creation process?

My father was certainly not someone who would speak negatively about it—at least, not initially. As I spent time talking with him, we gradually began to discuss the development process, and he started to harbor the desire to create original, wonderful scents using his own sensibility and techniques, which is what he truly wants to do.

Creating Spaces and Opportunities to Discuss Fragrance

—For someone coming to Parle Moi de Parfum to choose a fragrance, in a space completely detached from trends, marketing, and drama, what should they use as a guide?

Of course, we in the shop must provide advice and support. We can use their scent preferences or memorable fragrances as clues. In doing so, our shop staff will introduce the fragrances neutrally, without misrepresenting the brand or scent, exaggerating, or imposing their own preferences. Ultimately, the choice should always be the customer's.

—At the shop with an integrated lab on Rue de Sévigné in Paris, all the ingredients used in Parle Moi de Parfum are displayed, and customers can freely explore them and learn about the various processes involved in creating a fragrance through conversations with the staff?


We disclose everything that goes into the fragrance bottle—not just the ingredients, but also the perfumer's inspiration, ideas, and the process of creating the scent. The brand name 'Parle Moi de Parfum' means 'TELL ME ABOUT FRAGRANCE.' It embodies our desire for people to deepen their understanding of fragrance and enjoy discussing it.

—So, rather than simply buying and selling fragrances as products, it's a place to discuss them. That's an ideal scenario.

Exactly. However, acquiring knowledge about fragrance isn't something that happens overnight, and interest in knowledge varies from person to person. We can't force everyone to engage in conversation (laughs). But our staff must be able to answer questions honestly and truthfully. Therefore, staff training is extremely important at Parle Moi de Parfum.

—What kind of people in Japan would suit Parle Moi de Parfum's fragrances?

Japanese people are reserved and value inner beauty. This is precisely the type of person we would recommend Parle Moi de Parfum to.

—Finally, could you choose one fragrance that would be perfect for OPENERS readers?

For stylish individuals who love cars and fashion? I would recommend 'Woody Perfect Eau de Parfum.' The scents of leather and coffee pair exceptionally well with cars, and the smoky impression of vetiver is very stylish.

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