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?
When I smelled Opium by Yves Saint Laurent at 16, it was a revelation: I wanted to become a perfumer. My passion has allowed me to create perfumes as well as home fragrances. These two products are certainly different, but in both cases, what is important to me is to create a personal and unique fragrance.
In your opinion, how can a room fragrance influence the atmosphere of a place and the emotions of those who live there?
We don't always realize that a place is fragrant. But whether this olfactory presence is conscious or not, it changes our perception of the place. It's a subtle yet very powerful signature.
What olfactory memory or personal experience influenced your desire to create for spaces rather than for individuals?
When my children were little, I loved the fragrant atmosphere of Bonpoint, and we often strolled there. When I came home, I could still smell the scent they sprayed on the tissue paper. Even now, when I smell Bonpoint, it reminds me of those strolls.
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!