{"id":31328,"date":"2022-05-25T14:10:22","date_gmt":"2022-05-25T12:10:22","guid":{"rendered":"https:\/\/mag.bynez.com\/?p=31328"},"modified":"2022-06-07T15:24:23","modified_gmt":"2022-06-07T13:24:23","slug":"karine-torrent-floratropia-in-my-view-100-natural-perfumery-is-the-new-niche-in-perfumery","status":"publish","type":"post","link":"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/karine-torrent-floratropia-in-my-view-100-natural-perfumery-is-the-new-niche-in-perfumery\/","title":{"rendered":"Karine Torrent, Floratropia: \u201cIn my view, 100% natural perfumery is the new niche\u201d"},"content":{"rendered":"    <div id=\"chapo-block_628bf66aa2810\" class=\"chapo\">\r\n        <blockquote class=\"chapo-blockquote\">\r\n            <span class=\"chapo-text\">After several years\u2019 experience in the industry, Karine Torrent founded Floratropia, her own brand, in 2019. She opted for 100% natural perfumes, both for artistic and ethical reasons. The first creations launched in 2020. Interview.<\/span>\r\n        <\/blockquote>\r\n        <style type=\"text\/css\">\r\n            #chapo-block_628bf66aa2810 {\r\n                background: ;\r\n                color: ;\r\n            }\r\n        <\/style>\r\n    <\/div>\r\n    \n\n\n<p><strong>What was the idea that inspired you to create the brand?<\/strong><\/p>\n\n\n\n<p>Working in the perfume industry, I realised it had trouble evolving and tackling today\u2019s ethical issues. So I wanted to lay the foundations for an ideal brand, combining perfumers\u2019 know-how with sustainability and rethinking every stage of the product\u2019s value chain.<\/p>\n\n\n\n<p>I created Floratropia to \u2018rewild\u2019 perfume on two levels. Artistically, by reconnecting perfume to the wild beauty and raw emotion of naturalness, with a slightly earthy approach to raw materials and bold, unusual, unformatted compositions, taking us on a journey into the botanical dimension of perfumery and opening up new olfactory horizons for fragrance lovers.<\/p>\n\n\n\n<p>And ethically, with a model fully focused on sustainability and the living world. We aim to have a positive impact on the planet with carbon-free perfumery \u2014 without any of the synthesized inputs that remain mostly petrochemical, even today\u2014and to offer as many outlets as possible to perfume plant growers. To make sure what we do is virtuous for our ecosystem, our materials are certified organic from traceable sources, with ethical partnerships that promote good environmental and social practices. It\u2019s our way of making sure we actively support the fragile ecosystem that perfume plant biodiversity is part of.<\/p>\n\n\n\n<p>We are also helping make producer communities more resilient in the face of the climate upheavals they face today, and will face even more starkly tomorrow. And we have redesigned our packaging to cut products\u2019 carbon footprints: our bottles are lightweight and refillable, use few resources, need no overpack, and we collect them so that they can be recovered and recycled.<\/p>\n\n\n\n<p><strong>How did you choose your perfumer, and how did you go about developing your products?&nbsp;<\/strong><\/p>\n\n\n\n<p>Meeting with Delphine Thierry, our perfumer, was a decisive moment in creating the brand. Her in-depth technical knowledge of this type of formulation made me realise that 100% natural artistic perfumery was entirely possible. Stimulating interest and initiating meaningful transition demands more than just being environmentally aware; what\u2019s critical is having wonderful compositions that are appealing. As for the development process, our brief was clear from the beginning: to stick strictly with ingredients that are natural and sustainable. I\u2019m in charge of creative direction, in consultation with Delphine, who has a real flair for bringing a brand vision to life. As a duo it works wonderfully well: we really do understand each other, which cuts down on all the back and forth \u2014 I\u2019d say no more than a dozen times on average.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"650\" height=\"813\" src=\"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/05\/floratropia.jpg\" alt=\"\" class=\"wp-image-31342\" srcset=\"https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/05\/floratropia.jpg 650w, https:\/\/mag.bynez.com\/wp-content\/uploads\/2022\/05\/floratropia-240x300.jpg 240w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/figure><\/div>\n\n\n\n<p><strong>To what extent are you guided by the market when creating new products?<\/strong><\/p>\n\n\n\n<p>We stand outside any the industry\u2019s traditional market trends, following our own artistic direction focused on rewilding perfumes, exploring and helping people to discover the beauty of the natural, the power of materials in their raw state. When I\u2019m thinking about upcoming creations I just let my imagination and intuition run free, there\u2019s no marketing strategy involved. What counts is offering the market something that\u2019s new and creative, goals that were particularly helpful when developing <em>Ambre des fleurs. <\/em>Amber is a perfumery classic and a well-known archetype, and we wanted to bring our brand personality to it.<\/p>\n\n\n\n<p><strong>Where are your target markets?<\/strong><\/p>\n\n\n\n<p>Our target markets are in Europe: Italy, Spain, Germany and the Nordic countries. Our fragrances are not distributed in the USA or China as yet, although that\u2019s our medium-term objective, particularly when it comes to China, a country I love after living there for three years.<br>At first sight, certain markets seem less suited to our brand, like the Middle East, as our minimalist approach to packaging differs strongly from local standards. But it\u2019s a really buoyant market with customers who are very curious and passionate. It could turn out to be full of surprises.<\/p>\n\n\n\n<p><strong>What do you hope to get from your presence at Esxence this year?<\/strong><\/p>\n\n\n\n<p>Esxence will offer us an international shop window. It gives us a chance to tell people about the brand, to get a sense of the various markets and to see how they react to the Floratropia universe. We also hope to extend our distribution channels. Although online retail is an ideal vehicle for expressing what\u2019s so unique about our approach, going forward I want us to be more present in bricks-and-mortar stores too. This will probably take time, because our focus on the natural is still not an industry priority \u2014something we are determined to change! Our commitments and positions can also seem very new and radical to many retailers. There\u2019s a lot of talk about ecological transition, but independent perfumeries are still pretty hesitant. Many of them still feel that a fragrance is an artistic creation whose primary role is to make people dream. Focusing on ecological considerations can seem incompatible with that role. It\u2019s a new narrative we need to invent. And that\u2019s exactly what we\u2019re trying to do, by embedding a genuine artistic process at the heart of our model. In my view, 100% natural perfumery is the new niche in perfumery.<\/p>\n\n\n\n<p>&#8212;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>More about Floratropia : <a href=\"https:\/\/floratropia.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">floratropia.com<\/a><\/li><li>Read our interview with <a href=\"https:\/\/mag.bynez.com\/en\/reports\/natural-perfumers\/delphine-thierry-to-formulate-100-natural-perfumes-i-set-aside-almost-everything-i-ve-learned-so-far\/\">Delphine Thierry<\/a>, in our report &#8220;<a href=\"https:\/\/mag.bynez.com\/en\/natural-perfumers\/\">Natural perfumers<\/a>&#8221; <\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">REPORT \u00ab NICHE AND CONFIDENCES \u00bb<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/niche-perfumery-moves-centre-stage\/\">Niche perfumery moves centre stage<\/a>, by Jessica Mignot<\/li>\n\n\n\n<li><a data-type=\"post\" data-id=\"31260\" href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/sylviane-lust-beauty-by-kroonen-nous-choisissons-des-parfums-complexes-qui-evoluent-sur-la-peau-et-ou-la-liberte-offerte-au-parfumeur-est-perceptible\/\">Sylviane Lust (Beauty by Kroonen) : \u201cWe choose complex fragrances that evolve on the skin, and that tell you the perfumer has been given a free hand.\u201d<\/a>, by Jessica Mignot<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/karine-torrent-floratropia-in-my-view-100-natural-perfumery-is-the-new-niche-in-perfumery\/\">Karine Torrent (Floratropia) : \u201cIn my view, 100% natural perfumery is the new niche\u201d,<\/a> by Jessica Mignot<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/perfume\/barbara-herman-eris-parfums-whether-consciously-or-not-with-each-new-creation-i-tend-to-explore-a-very-different-path-from-the-previous-one\/\">Barbara Herman (Eris Parfums): \u201cWhether consciously or not, with each new creation I tend to explore a very different path from the previous one\u201d<\/a>, by Sarah Bouasse<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/entretiens\/serge-laugier-le-paravent-its-important-to-me-to-offer-the-more-niche-fragrances-because-they-always-have-an-unique-olfactory-signature\/\">Serge Laugier (Le Paravent): \u201cIt\u2019s important to me to offer the more niche fragrances, because they always have an unique olfactory signature\u201d<\/a>, by Jessica Mignot<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/cecile-zarokian-its-possible-to-compete-successfully-with-the-big-fragrance-houses\/\">C\u00e9cile Zarokian: \u201cIt\u2019s possible to compete successfully with the big fragrance houses\u201d<\/a>, by Guillaume Tesson<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/entretiens\/pissara-umavijani-dusita-the-hardest-thing-for-a-perfumer-is-expressing-your-signature-style-in-different-registers\/\">Pissara Umavijani (Dusita): \u201cThe hardest thing for a perfumer is expressing your signature style in different registers\u201d,<\/a> by Sarah Bouasse<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/entretiens\/clara-feder-and-michel-gutsatz-le-jardin-retrouve-were-trying-to-build-a-balanced-collection-while-sticking-to-our-motto-avant-garde-as-a-legacy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Clara Feder and Michel Gutsatz (Le Jardin retrouv\u00e9): \u201cWe\u2019re trying to build a balanced collection while sticking to our motto: avant-garde as a legacy.\u201d<\/a>, by Jessica Mignot<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/liam-sardea-lknu-we-try-to-guide-each-person-to-create-their-own-constellation-in-this-vast-cosmos\/\">Liam Sardea (LKNU): \u201cWe try to guide each person to create their own constellation in this vast cosmos\u201d<\/a>, by Guillaume Tesson<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/dhaher-bin-dhaher-tola-im-spending-more-and-more-of-my-time-breaking-down-barriers-between-olfactory-cultures\/\">Dhaher bin Dhaher (Tola): \u201cI\u2019m spending more and more of my time breaking down barriers between olfactory cultures\u201d<\/a>, by Guillaume Tesson<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/nathalie-feisthauer-lab-scent-for-me-niche-is-a-definition-of-beauty\/\">Nathalie Feisthauer (LAB Scent): \u201cFor me, niche is a definition of beauty\u201d,<\/a> by Guillaume Tesson<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/franco-wright-luckyscent-ultimately-customers-see-how-the-niche-category-pushes-fragrance-in-more-interesting-directions\/\">Franco Wright (Luckyscent): \u201cUltimately customers see how the niche category pushes fragrance in more interesting directions\u201d<\/a>, by Anne-Sophie Hojlo<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/luca-maffei-atelier-fragranze-milano-niche-perfumery-allows-me-to-take-risks\/\">Luca Maffei (Atelier Fragranze Milano): \u201cNiche perfumery allows me to take risks\u201d<\/a>, by Jessica Mignot<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/murat-katran-and-mert-guzel-nishane-istanbul-is-literally-a-bridge-between-cultures\/\">Murat Katran and Mert Guzel (Nishane): &#8220;Istanbul is literally a bridge between cultures&#8221;<\/a>, by Guillaume Tesson<\/li>\n\n\n\n<li><a href=\"https:\/\/mag.bynez.com\/en\/reports\/niches-confidences\/agnieszka-lukasik-galilu-now-the-brands-come-to-us\/\">Agnieszka Lukasik (Galilu): \u201cNow, the brands come to us\u201d<\/a>, by Anne-Sophie Hojlo<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>When Karine Torrent founded Floratropia, her own brand, in 2019, she opted for 100% natural perfumes, both for artistic and ethical reasons. Interview.<\/p>\n","protected":false},"author":12139,"featured_media":31244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[675,5259,1416,3123],"tags":[3193,3194,5291,3120,5372],"series":[],"ppma_author":[2930],"class_list":["post-31328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews","category-niches-confidences","category-perfume","category-reports","tag-delphine-thierry-en","tag-floratropia-en","tag-karine-torrent-en","tag-natural-perfumes","tag-niche-percume-stores","pmpro-has-access"],"pp_statuses_selecting_workflow":false,"pp_workflow_action":"current","pp_status_selection":"publish","pp_post_mime_type":"","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Karine Torrent, Floratropia: \u201cIn my view, 100% natural perfumery is the new niche\u201d - Nez the olfactory cultural movement<\/title>\n<meta name=\"description\" content=\"When Karine Torrent founded Floratropia, her own brand, in 2019, she opted for 100% natural perfumes, both for artistic and ethical reasons. 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