ParfumPlus Arabia

P A R F U M P L U S 29 Perfume used to be the soul of flowers and the soul of nature. Perfume is something you breathe in deep and when perfume is created naturally, each one of us benefits from it. Today consumers feel this need to reconnect with nature. This is a perfect time to return to the roots of perfumery, replant flower fields, study natural perfumery and transmit this heritage to the next generations. Creezy Courtoy, IPF Founder and Chairman, shares her views on how and why the Middle East is so important for natural perfumery. LET ME BEGIN THIS BY CLARIFYING THAT EXACTLY IS NATURAL PERFUMERY. IS IT JUST A NEW TREND OR A RETURN TO WHAT PERFUME ORIGINALLY WAS? Perfume has been used by all civilizations across the globe, and the importance of its history and heritage is what I have learned conducting my extensive lifelong research as a perfume expert, historian and anthropologist for the International Perfume Foundation. Today, Natural Perfumery reminds us of the important heritage of perfume and in turn allows us to remind the world of the practice of the Art of Perfumery. In the past many people were perfumers and healers at the same time. They studied perfumery to learn the beneficial power of plants: they created their own little healing gardens; they used enfleurage, maceration, and distillation techniques and made their own perfumes while thinking about people’s wellbeing. Bees were very happy as perfumers were facilitating bee’s work in planting flowers and plants. NATURAL PERFUMES IS MORE THAN JUST A GOOD SMELL. They connect us to nature, and are still linked to healing in many cultures worldwide. In many parts of the world ancient traditions of making natural perfumes are still honored, while in other parts of the world the cultural heritage of the production and use of natural perfume is nearly lost or has been completely forgotten and replaced by synthetics. Before we delve into the significance of natural perfumery, let’s address the significance of nature. In just one year in France, a third of the bee population has disappeared. Most of the flower