Page 43 - EM - EXPORT MAGAZINE PERFUMERY EDITION SUPPLEMENT

INTERVIEW

almost a year of gestations, and it was not easy to EX MANIFATTURA TAbACCHI
identify, from the many encountered, the nose that In the East of Naples, a tobacco factory, which
would be ready to carry on a project for the creation no longer exists, would spread a strong aroma
of ten fragrances, indeed, ten masterpieces, because of tobacco into the air. The perfume, woody and
that is what we were aiming at, not without a pinch of aromatic with a strong presence of tobacco notes,
craziness, typical of daydreamers. The dream became was mixed by Giovanni Festa with notes of vanilla,
reality when we met Giovanni Festa, who accepted obtaining an original sillage.
sharing the challenge.
LA SUPREMA
EM: What are the elements you have in common? It refers to the most important and elegant brothel
ADGC: Giovanni Festa is from Naples, and this in Naples, which closed in 1959 with the application
was an important element for the storytelling; we of the Merlin Law which abolished brothels in Italy.
met outside more than once, communicating and It could be defined the most sensual fragrance in
discussing continuously before getting down to the collection, through olfactory notes inspired by
work. A profitable friendship has been established, lipstick: violet, rose and iris make it a chypre of great
which I hope will last a long time, where the value. Lipstick was chosen as the symbol, because
common denominator was given by the fact of the chypre olfactory family is an example that lends
work which fills a life and generates pleasure. It itself to evoke make-up products.
was like that for us, for him, and for the whole Of all the Floridia fragrances, La Suprema is the one
team that is involved in the Floridia project, a sort with a more feminine connotation.
of ‘contamination’.
Floridia aims to convey positive values linked to the AMALFI – COSTANTINOPOLI
area, but also an internationality: Naples is a city of This is an oriental, Arab-influenced fragrance,
welcome, a place tourists pass through who come inspired by the Marine Republic of Amalfi which
to our home and feel ‘at home.’ Ours is a Neapolitan – according to history – started to weave cultural
brand, however Naples itself is a well-known brand and trade relations with the Orient, stopping at
in the world, representative of transversal values Constantinople where various types of spices, resins
such as peace, beauty and history. and aromas were loaded on to the vessels, and
What could be better than fragrances to express all then traded in Amalfi. Vice versa, highly appreciated
this and to make us feel good? citrus fruit set off from Amalfi. Even today, Italy
still plays this role of hinge between two worlds
EM: How important is the packaging for you? and it is worthwhile underlining how all the Italian
ADGC: If developing the fragrances was difficult, Maritime Republics played an important role in
with Giovanni Festa, developing the recipient was world geopolitics. This fragrance with a floral top
even harder. Our ambition is that the recipient is a notes, a floral and spicy heart and a woody aromatic
‘medium’, i.e. a communicating subject. base note, expresses a message of memory on
Floridia, like Naples, moreover, is not minimalist, so interchange between peoples, and ideally becomes
it is important to communicate the wealth of the a vehicle of peace and fraternity.
content. Images and symbols have been included
on the packaging which recall the 10 fragrances, GOLFO MISTICO
mounted on a wheel and highlighted by different We have taken the Gulf of Naples as emblem, the
colours. conformation of which suggests welcoming arms. An
interesting geographical place, with volcano, islands
EM: In addition to being inspired by the city of and a port. Winds reach Naples, the sirocco from the
Naples, what is the common denominator of the south, the mistral from the north, and the gregale
ten fragrances? from east. These winds brings the marine breeze, the
ADGC: Style and elegance. In addition, through typical scent that can be smelt in Naples. The Golfo
the naming, we wanted to represent an incipit, a Mistico fragrance, with its marine n woody notes due
phrase of effect that would encourage the reader to to the lush vegetation, in our opinion expresses the
continue ‘reading’ the text. unique and unmistakable “scent of Naples.”

41