Jennifer Lopez MY Glow Fragrance: Q&A with Harry Fermont, Firmenich Master Perfumer

Harry Fermont, passion for flowers:

"My dream is to capture the first whiff of a flower or the dewy"

A photograph of Sunflower rests on the desk of Harry Fermont's office at Firmenich.  As if planted with magical seeds, it easily outgrows the height of this three daughters who are huddled underneath the flower and embracing it stalk like an umbrella , laughing with delight. This particular sunflower reaches the second story of a Harry's house!

To those who know him well, the sunflower is a caricature  of Harry's personality, always reaching higher, open and approachable, with sunny disposition and a stubborn will. Harry has been a constant gardener since the age of five "Nature teach us to find beauty in both the irregular  and the perfect. It makes me happy to be alive. My dream is to capture the first whiff of a flower or the dewy, fresh effect of a perfect day". And he captured flowers beauty in new Jennifer Lopez My Glow fragrance, a gentle floral fragrance with skin scent approach. Check out his fast Q&A about My Glow including some information on synthetical materials in fragrance industry.

What were you looking for in creating the My Glow scent?

HF: I wanted to create an aura...A scent that is extremely intimate but also very diffusive with distinctive signature... A "feel-good fragrance".

Are there any synthetical materials, which ones?

HF: Yes, they are several. Many beautiful smelling flowers such as Freesia, Lily of the Valley and Peony, cannot be distilled through traditional perfumery extraction methods. Therefore, perfumers must recreate their scent through science, and are able to achieve a very true nature-result.

Over the years, we have lost some natural materials primarly due to safety and availability. For example, Indian Sandalwood is an endangered species, heavenly protected by the Indian Government. Today, we must turn to synthetics to create the scent of Sandalwood. Another example is musk - the natural substance originally obtained from the fawn has been replaced today with synthetic products.

And what are the olfactive competitors of My Glow?

HF: There aren't any! This fragrance is the first in its category. The modernization of white musk in a very feminine way has never been done before.

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(Portuguese version)

Uma fotografia de um girassol descansa sobre a mesa do escritório do perfumista da Firmenich Harry Fermont. Como se plantada com sementes mágicas, a flor facilmente supera a altura de suas três filhas que se aconchegam debaixo da flor e abraçam sua haste como um guarda sol, rindo com encanto. Este girassol toca na segunda história de Harry!

Para aqueles que o conhecem bem, o girassol é uma caricatura da personalidade de Harry, sempre de personalidade elevada, aberta e comunicativa, com uma disposição alegre e uma vontade resoluta. Harry tem sido um constante jardineiro desde que tinha 5 anos " A natureza nos ensina  a encontrar a beleza em coisas irregulares e perfeitas. Isso me faz sentir-me feliz por estar vivo. Meu sonho é capturar o primeiro cheiro de uma flor ou seu orvalho, o fresco efeito de um dia perfeito". E ele capturou a beleza das flores no  novo Jennifer Lopez My Glow, um floral gentil cuja abordagem é cheiro de pele. Cheque agora sua rápida entrevista Q&A sobre My Glow que inclue também informação sobre matérias sintéticas na indústria de fragrâncias.

O que você estava buscando quando criou a fragrância de My Glow?

HF: Eu queria criar uma aura... Um cheiro que é extremamente íntimo mas também bastante difusivo com uma assinatura diferenciada... Um fragrância "sentir-se bem"

Há algumas matérias sintéticas, quais?

HF: Sim, há várias. Muitas flores bonitas de se cheirar com a Freesia, o lírio do Vale e a peônia, que não podem ser destiladas através dos métodos de perfumaria tradicionais. Logo, perfumistas devem recriar o cheiro destes através da ciência, e serem capazes de alcançar um resultado verdadeiramente natural.

Durante anos, nós temos perdido algumas matérias naturais primariamente devido à questões de segurança e disponibilidade. Por exemplo, o sândalo Indiano é uma espécie em extinção, pesadamente protegida pelo Governo da Índia. Hoje, nós devemos nos virar para os sintéticos para criar o cheiro de sândalo. Outro exemplo é o musk - a substância natural originalmente obtida do corço tem sido substituído por produtos sintéticos.

E quais são os competidores de My Glow?

HF: Não há nenhum! Esta fragrância é a primeira em sua categoria. A modernização do musk branco de uma maneira muito feminina nunca havia sido feita antes.

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Special thanks Coty Team. My Glow is a recent launch (2010) in Brazilian retails.

Interview/Entrevista: Jennifer Lopez & MY GLOW perfume

"Having children has made me think differently.

It really gives you a purpose."

Where did the inspiration for the fragrance MY Glow come from?

J.Lo: The inspiration for the fragrance MY Glow came from where I am, a place of happiness and fulfillment at this intimate stage of my life. There's a special glow that women get when they're pregnant and when they are falling in loving by their babies. I wanted My Glow to be for all women to be able to connect with this intimacy and love.

Where did the name "My Glow" originate?

J.Lo: Marc and I were thinking  about it and wanted something personal to share  with women. My Glow came from the feeling of love and joy of being a new mother. I wanted my new fragrance to be extremely intimate and feminine.

How involved were you in the conception of My Glow?

J.Lo:  Actually the conception of My Glow came from me. I wanted to share the most perfect moment in my life. No words can describe it, but a fragrance can capture it because a fragrance is about emotional connection. I wanted a fragrance which really inspired me at this particular time of my life.

"It has been such an amazing time in my life"

Talk about the emotional bond between mother and child and how your fragrance captures the essence of this relationship.

J.Lo: It's a bond unlike any other - something that you can really only understand when you have a little ones of your own. It's extremely intimate, the most fulfilling relationship there is. My fragrance captures the tender, nurturing nature of this relatioship; the overwhelming love and joy you feel.

The fragrance bottle is beautiful. What was the inspiration behind the design?

J.Lo: I wanted a bottle to convey serenity and joy. The cherub cap was inspired by a soap that I have in my nursery. The cherub cap is extremely angelic and innocent in nature and the bottle has this gorgeous vintage detailing that is overwhelmingly feminine. The symbolism of the cherub is that "every baby is an angel".

Describe the advertising concept.

J.Lo: The advertising was built around the idea of stolen moments. It's sneak peek into intimate and personal moments.

"Everything I do now is because of my little angels"

How has being a mother affected you and your creativity?

J.Lo: It has been such an amazing time in my life. More than ever , I am inspired on a level beyond anything I could have ever imagined. Everything I do now is because of my little angels. Having children has made me think differently. It really gives you a purpose.

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(Versão em Português)

De onde veio a inspiração para a fragrância MY Glow?

J.Lo:  A inspiração para MY Glow veio de onde estou, um lugar de felicidade e realização deste íntimo estágio de minha vida. Há um brilho especial que as mulheres têm quando ficam grávidas e quando elas se apaixonam pelos seus bebês. Eu queria que My Glow fosse para todas as mulheres serem capazes de se conectar com esta intimidade e amor.

Onde se originou o nome "My Glow"?

J.Lo: Marc e eu estávamos pensando sobre isso e eu queria algo pessoal que eu pudesse compartilhar com as mulheres. My Glow nasceu de um sentimento de amor e de alegria de ser uma nova mãe. Eu queria que a minha nova fragrância fosse extremamente íntima e feminina.

Como você se involveu na concepção de My Glow?

J.Lo:  Na verdade, a criação de My Glow partiu de mim.  Eu queria compartilhar o momento mais perfeito em minha vida. Nenhuma palavra pode descrever isso, mas a fragrância pode capturar isso porque o perfume é sobre uma conexão emocional. Eu queria uma fragrância que realmente me inspirasse neste momento particular de minha vida.

Fale sobre esse elo emotional entre a mãe e a criança e como sua fragrância captura a essência desta relação.

J.Lo: É um elo como nenhum outro - algo que você realmente só entende quando você tem os seus próprios filhos. É extremamente íntimo, a relação mais completa que há. Minha fragrância captura a terna, a cuidadosa natureza desta relação; o mais irresistível amor e alegria que pude sentir.

O frasco é muito bonito. Qual foi a inspiração por trás deste design?

J.Lo: Eu queria um frasco que transmitisse serenidade e alegria. A tampa de anjo foi inspirada de um sabonete que eu tenho em meu quarto de crianças.  A tampa de anjo é extremamente angelical e inocente em sua natureza e o frasco tem este lindo detalhe vintage que é maravilhosamente feminino. O simbolismo do querubim é que "todo bebê é um anjo".

Descreva o conceito da publicidade.

 

J.Lo: A publicidade foi construída em torno da idéia de momentos capturados.É como uma espiadinha em momentos íntimos e pessoais. 

Como ser mãe afetou você e sua criatividade?

J.Lo: Tem sido realmente um momento incrível em minha vida. Mais do que isso, eu estou inspirada em um nível acima de qualquer coisa que eu poderia ter imaginado. Tudo que eu faço agora é por causa dos meus pequenos anjos. Ter filhos me fez pensar diferente. Isso realmente nos dá um propósito.

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Special thanks Coty Team. All photos are related to my Glow ad campaign. Photos from 2009 USA release, My Glow is a recent launch (2010) in Brazilian retails.

Perfume Business: Jennifer Lopez - a mother with business vision in the Perfumery and Cinema

Versão em inglês. Para visualizar a em português, clique aqui.

Since the last year, after the birth of Jennifer Lopez's twins, the Latin start has shown her maternal facet. She released  My Glow fragrance, as a global strategy of approaching her new role as mother and being closer to the family and parenting niche taking into consideration that her previous perfumes have another focus, that is, they evoke her sensuality, her beauty and others characteristics related to her identity filled by energy and passion for the music and the dance.

My Glow, a delicate floral fragrance that features notes of lavender, peony, musk, water lily, fresia, white roses, wet leaves, sandalwood, precious woods and heliotrope is a perfume conceived to express the tenderness of J.Lo as mother, this nurture moment of her new phase as mother, because of that this fact becomes an interesting business case how a celebrity releases a new fragrance based on a facet of her/his personal life, finally, when the theme is about celebrity fragrances, what is responsible by the purchase decision making from a consumer is not exactly the olfactory quality and creativeness of a perfume, but the value of the brand associated  to the desire and admiration consumers feel for the celebrity. To make the most of this brand strategy, Jennifer Lopez also added new products to My Glow range, a tender lotion that can be used by a mother and baby and has antiallergic properties.

With Sarah Jessica Parker, Jennifer Lopez is one of the celebrities more coherent in the field of celebrities scents ; releasing My Glow, she could "sell" a positive  image and show her loyal consumers  a new familiar facet that is able of making them more loyal. Finally, one of the best decisions in releasing My Glow was to bring the maternal approach in a strategic way, fact that is not bad and cannot be judged mistakenly, considering that perfumes should represent and be inspired by key moments of a woman's life, in which she feel beautiful, fragrant and well-cared by fragrances and cosmetics that have a concept aligned to the emotion they are living.

If her perfumery is fine, J.Lo's Cinema was better some years ago, but new times indicate she wishes to recover her golden times as actress and she accepted to perform the same theme: the motherhood in her new movie The Back Up Plan, a romantic comedy in which she desires to have a child. The movie release will be in next June, 11 th in Brazil. If J. Lo wishes, she can take advantage of her new movie and reinforce the image of  My Glow and its sales because the fragrance was not a top sales in her perfume range (and  that was  expected 'cause the fragrance is focused on women that are able of  finding themselves in My Glow's concept: mothers and future mothers). No matter in the Perfumery and in the Cinema, one truth has to be said: J.Lo is a mother with business vision and we adore when she is here!

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By Cristiane Gonçalves for Perfume da Rosa Negra 
Photo credits: J.Lo/Coty

Perfume Business: Jennifer Lopez - uma mãe com visão de negócios na Perfumaria e no Cinema

Bilingual article will be written in Portuguese and in English in different posts. English version will be launch in next post.

No último ano, após o nascimento dos gêmeos da estrela latina, Jennifer Lopez tem abrilhantado mais ainda seu lado mãe. Lançou a fragrância My Glow, como estratégia global de mostrar o seu novo papel de mãe e  se aproximar ao nicho da família já que seus perfumes anteriores sempre  tiveram um outro foco, evocando sua sensualidade, beleza e outras características muito próximas da sua identidade cheia de energia e paixão pela música e pela dança. 

My Glow, uma delicada fragrância floral com notas de lavanda, peônia e musk, lírio d'água, frésia, rosas brancas, folhas molhadas, sândalo, madeiras preciosas e heliotrope foi um perfume conceituado para expressar  a ternura de J. LO como mãe e aproveita o novo momento da atriz e cantora, por isso, se torna um interessante business case no sentido de como uma celebridade projeta a sua vida pessoal também em uma fragrância, afinal, quando o assunto é fragrâncias de celebridades, o que se compra não é necessariamente a qualidade e criatividade olfativa do perfume, mas o valor agregado da marca que está muito relacionado ao desejo e a admiração pela celebridade. Para aproveitar a estratégia da marca, Jennifer Lopez também agregou novos produtos a My Glow, disponibilizando uma tender lotion que pode ser usada pela mãe e pelo bebê e que tem propriedades anti-alérgicas.

Juntamente com o portfólio de perfumes de Sarah Jessica Parker, Jennifer Lopez é uma das celebridades mais coerentes com relação aos perfumes deste segmento que ela entrega; com My Glow, ela se superou em vender a sua imagem de forma positiva e fidelizar mais ainda o seu cliente de perfumaria, e aproveitou o fato de ser mãe de forma estratégica, situação pela qual ela não pode ser julgada erroneamente já que perfumes também podem representar e se inspirar em momentos chave da vida de uma mulher, na qual ela se sente bela, perfumada e bem cuidada por perfumes e cosméticos que tenham um conceito em linha com a emoção que ela está vivendo.

Se sua perfumaria vai bem, o Cinema de J. Lo caiu bastante, mas novos tempos indicam que ela quer recuperar sua imagem de atriz e ela usará o mesmo tema: maternidade com o seu novo filme Plano B, uma comédia romântica na qual ela deseja ter um filho. O novo longa-metragem tem previsão de estréia no próximo 11 de Junho no Brasil. Se ela souber aproveitar o momento do filme (talvez até já o esteja aproveitando estrategicamente para reforçar a imagem My Glow e de si própria), ela pode reforçar as vendas deste perfume, já que a fragrância não foi um top de vendas de sua linha, como já era previsto pois é uma fragrância muito dirigida para mulheres que se vêem no conceito do perfume: mães e futuras mães.  Na perfumaria ou no Cinema, uma verdade tem que ser dita: J.Lo é uma mãe com visão de negócios e adoramos que ela esteja aqui.

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Text by Cristiane Gonçalves for Perfume da Rosa Negra 
Photo credits: J.Lo/Coty

Special Series Mother's Day 2010 : Essential tips to choose better your mother's next perfume

English version

Selecting a gift for the Mother's Day is not an easy task, the biggest desire of a good son/daugther for this date is to give his/her mother the Wonderland for all she deserves and her meaning as mother. Because of that, in this date, no matter if your mother is here or in the heaven, think always that she deserves the best perfume because flowers like her are eternal and smell the perfume of an unconditional love, a love that comes from the nature mother.

If the perfume is something so evocatively beautiful like the scent that comes from the nature mother , why don't you give her a gift such as a perfume?  Even though, there are mothers that don't like perfumes, some are really allergic and/or sensitive about fragrances, if your mother does not have problems about them, make this purchase a love action.The début post of "Mother's Day" at Perfume da Rosa Negra is gonna help you featuring  essential tips to choose better your mother's next perfume,  I'm sure that you are going to become this purchase's moment much more than just a purchase in a  celebration's holiday, you are going to make it a love's action, from you to your precious mommy.

Know the fragrant taste of your mother

It seems obvious, but some sons and daughters really do not pay attention about the olfactive preferences of their mothers. You do not need to be a expert in scents, just analyse which are the perfumes that she already has, the scents of soap bar, bath showers and body creams she wears and also  the scent of her food. Through it, you'll have some tips about which are the aromatic compounds her nose adores.

Know the "fragrance wheel"  and identify her mother's olfactory family  

 

There are people that don't know what a fragrance wheel is, don't worry about, it is simple and it is not necessary to specialise in which it offers. The fragrance wheel shows you a general overview about olfactory families of a perfume according to their division in some compounds types (woody, floral, citrusy, etcetera). When you identify which are the favorite scents of your mother, immediately, you will be able of identifying in which  part of the fragrance wheel her future perfume may be.

Know the style of your mother.

Knowing the olfactive preferences of your mother is not enough, but it is important to ensure what is her style (a business woman? a sport woman? a glamourous woman?). Even though the perfume compositions tend to follow a pattern "style x perfume characteristic", before going to a perfume store, keep in your mind that the perfume has to combine with the personality of your mother and, mainly, with her attitude. Summarizing, there are some keys suggetions below:

sophisticated woman combines more with chypre florals
classic woman combines more with aldehydic florals
a modern and experienced woman combines more with floral bouquets
a young and joyful combines more with fresh florals

a teen woman combines more with fruity florals and gourmands scents

a sport woman combines more with citrusy and marine aromatics
a sensual woman combines with oriental florals and oriental woody scents

 

Know better which are the occasions your mother wears  perfume

 

Any good son/daughter wishes that the gifted perfume does not be forgotten in his/her mother's closet. Avoid  frustrations and analyse the occasions your mother wears perfume. Does she enjoy to be at home? Is she very sociable? Is she a workholic working later at the office? In this mannter, you will give her a special and useful pefume that will make her remind of his/her adorable son/daughter.

Research potential perfumes to before going to perfume stores 

Now,  it is time to going to buying field, however before do it,  remind of being practical and proactive because your mother deserves this dedication. Unfortunately some sons and daughter buy the gift in the last hour and, let the responsability of deciding the purchase to the saleswoman/salesman. You are the son/the daughter of your mother.  Now that you already hav all the tips and your mother's "olfactive profile", access the main perfume websites, including some perfume houses, use the google as your friend and enjoy the pleasure of knowing more about perfumery. 

Think better before buying a promotional mother's day perfume coffret

I know they are irresistible, but analyse better before get the your credit card / or bank card from your pocket/bag. Do not guide yourself only in special offers and those attractive perfume sets some companies release in commercial holidays. They release them exactly to tempt you to buy them. Think that your mother's next perfume will have the scent of  a son/daughter for his/ her mother and become it lirically a love's declaration.

 

Have a " type of mother's moment" with the perfume and remember some mother's

It is time to select the perfume. While you are sniffing it, face that perfume bottle as a catalysator that will lead you to the olfactory memories coming from your mother. Her scent, the warmth of her hug, her smile. All are sensations, memories and, mainly, perspective of picturing if that perfume is really her perfume. It is a simple way of connecting you to your mother, and live the relationship through the smoke, beyong the perfume.

Gift her in a double fragrant way, have a B plan.

 

The day of giving her mother the perfume is coming and more than the fragrance, what is coming with? A bouquet of roses, the mother of all the flowers, the diva Rose for all mothers who are divas, across centuries, and continue unique. Moreover, giving roses is not banal and uncreative, on the contrary, it expresses the love for the nature and its scents and the nature of motherhood as the big nature. If she doesn't like so much the scent of perfume, surely, she will enjoy the perfume of roses in this gorgeous moment between you , a remarkable moment for Mother's Day.

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Article by copyright Cristiane Gonçalves for Perfume da Rosa Negra. Paintings credits: Mary Cassatt and Gustav Klimt. Fragrance Wheel credits to Michael Edwards.