ParfumPlus

very singular flower, rich in texture, with a slightly crepe-like, velvety feel and many nuances. What interested me most was this tactile quality, which I wanted to translate into fragrance. To express it, I worked through different facets, highlighting its tea-like character, along with a rhubarb note to illustrate its nuances, which I also pushed to enhance the intensity and evoke its bright red colour. To adorn the hibiscus, I added an addictive woody base with papyrus and incense, anchoring the accord in the identity of Amouage. PP: THE COMPOSITION FEELS BOTH RADIANT AND INTIMATE. HOW DID YOU ARRIVE AT THAT BALANCE? JE: To create this balance between radiance and intimacy, I used several ingredients across different layers. I played with a citrusy bergamot and sparkling pepper to bring a luminous glow, which I combined with blackcurrant and rhubarb to push this effect. Meanwhile, I designed a comforting, sensual addiction through a gourmand profile, with vanilla and caramel notes. PP: AMOUAGE HAS A STRONG AND RECOGNISABLE OLFACTORY IDENTITY. HOW DO YOU STEP INTO THAT WORLD WHILE STILL RETAINING YOUR OWN VOICE? JE: In all my creations, whatever the olfactive direction, I aim to bring a sense of addiction. It is an essential part of my signature, creating an immediate attraction and a lasting desire to come back to the scent. For Love Hibiscus, I expressed this through gourmand and fruity accents, while keeping the rich, unique, and strong olfactive identity of Amouage. The idea was to find the right balance between brightness and depth, so the fragrance feels both inviting and memorable. PP: YOU’VE WORKED ACROSS DIFFERENT CULTURES AND MARKETS. HOW HAS THE MIDDLE EAST SHAPED YOUR PERSPECTIVE ON SCENT? JE: The perfumery culture in the Middle East is truly unique and very different from what I’ve experienced elsewhere. Fragrance is part of everyday life, deeply rooted in daily rituals through different steps, with a level of passion that is both inspiring and rare. I’m especially drawn to the intensity of the sillage, the complexity of the compositions, and the authenticity of the high-quality raw materials. It’s a universe that naturally speaks to me. At the same time, the Middle Eastern market is very curious and open, always exploring new influences while staying true to its identity. This balance really resonates with me and reflects the way I approach perfumery as well. PP: PERFUMERY OFTEN SPEAKS OF STORYTELLING, BUT IS THERE A RISK OF OVER-EXPLAINING A SCENT THAT SHOULD SIMPLY BE FELT? JE: I believe that storytelling driven by authenticity and simplicity is key to connecting with consumers and sparking curiosity around a fragrance. Although storytelling is important, perfume also remains highly subjective and personal. A scent ”In all my creations, whatever the olfactive direction, I aim to bring a sense of addiction“ P A R F U M P L U S 14