WHAT'S THE STORY
B e tt e r s e lf
WANT IT
A new generation with new demands on cosmetics – this also requires new reference points in the retail trade. The old perfumery is out. Seize the day, retailers!
IN CONTEXT
Frama St. Pauls Apothecary. Furniture, interior, and care may sound like a broad field, but they are logical additions for Danish creative collective Frama. The inspiration for the care and perfume collection came from the historic “St. Pauls Apotek” in the Nyboder district of Copenhagen. Frama opened its studio there in 2016, as a modern design laboratory in which one can experiment with materials, ingredients, and ideas. It’s a worthy setting for a care and fragrance line that comes in packaging made of Italian glass resembling old pharmacy containers. Creator Lena Nordling attaches great importance to high-end ingredients and to strict quality control in terms of raw material suppliers. The label’s sustainability approach manifests itself in the design of the unisex line. The dispensers and flacons are objects of timeless beauty. Frama St. Pauls Apothecary, Copenhagen/Denmark, T 0045.31.406030, contact@framacph.com, www.framacph.com
PRUNES?
NEXT GENERATION
The 7 Collection. Pauline Rochas is French perfume and fashion royalty. It makes perfect sense to harvest the DNA of perfumers, artists, and fashion designers. The 7 Collection, her perfume range, does just that. It blends the knowledge of her grandparents’ and parents’ generations, her own artistry, and her experiences gained during many trips to Asia. Three renowned perfumers have created seven unisex fragrances on her behalf. Customers should choose intuitively, or by answering questions based on the chakra doctrine. The perfumes are not only minimalistic in appearance, but also absolutely consistent and, above all, sustainable in composition and production. The 7 Collection, Muse & Heroine, T 0049.174.4431100, janine@museandagency.com, www.parfumspauliner.com
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style in progress
Le Prunier. The founders of the beauty label Le Prunier believe they’re a superfood. They extract an oil from prunes that is supposedly eight times as powerful as argan oil. The Le Prunier oil is cultivated, cold-pressed, and bottled on the family farm of founders Allison and Jaqueline Taylor; it is delivered in aesthetically packaged 30ml units. The purchase price and retail price are 44 Euros and 98 Euros respectively. Niche beauty fans, the press, and celebrities are all equally enthusiastic about the oil that promises to smooth and illuminate the skin. The sales agent in Europe is Muse & Heroine. Orders can be placed in the showrooms in Milan and Paris. Repeat orders are possible at all times. Le Prunier, Muse & Heroine, T 0049.174.4431100, janine@museandagency.com, www.museandheroine.com
