Calé

FRAgRANS IN FABULA A NEW NAME FOR ThE RETAIL WORLD OF CALE’

Calé, a name synonymous with artistic perfumery, has decided to inaugurate 2021 with an important change in the world of retail. Its store in central Milan, in Corso Magenta 22, is changing its name from Pérfume by Calé to Fragrans in fabula. This change is part of an extensive corporate rebranding operation , which has also included the creation of a new e-commerce website and the renewal of the social channels of the boutique.

An extensive corporate rebranding operation for the Milanese home of artistic perfumery

Along with the change of name of the boutique, Fragrans in fabula is also an e-commerce website, where it is possible to find information on the wide range of products on sale in the boutique and buy them directly online.

Silvio Levi, the CEO of Calé, has chosen the new name for a specific reason, as he says: “2020 was a great challenge for us, but one which has spurred us on to do more and to do it better to achieve our projects. These included renewing the image of Calé and its retail which starts from Fragrans in fabula and in particular from its new website, with the objective of boosting our e-commerce, aware of how this way of communication with the user of beauty products has become even more fundamental after what has happened this year.” The transformation aims to make the mission which has always been implied in the retail action of Calé: to offer the client not a simple fragrance, but a real olfactory message capable of telling a story, to the person willing to listen, the fairytale-like emotions that only a fragrance can evoke. Fragrans in fabula has been created for precisely this reason. In two words, the name tells us all the beauty that a fragrance – fragrans – has to have to be able to teletransport the wearer to a fairytale elsewhere – fabula – through the power of smell. Whether it is a fragrance for personal use or for the home or a product for shaving or for personal care. With 65 years of experience in the sector, Fragrans in fabula offers clients the best anthology of Italian and international artistic perfumery brands as well as some exclusive services in the boutique in Corso Magenta 22, in the heart of old Milan. The services offered include the NOSE olfactory test that Fragrans in fabula offers exclusively for Italy to outline an individual’s olfactory

profile and find the ideal fragrance; the presentation of fragrances according to the classification created by Michael Edwards, useful for knowing which fragrances in the store belong to the same olfactory family as your own perfume, through the app, Match My Favourite; the bookstore of perfume to find out more about the world of fragrances and satisfy your curiosity about the essences of the individual notes that make up your favourite fragrance.