{"id":51989,"date":"2026-08-07T08:30:00","date_gmt":"2026-08-07T06:30:00","guid":{"rendered":"https:\/\/mag.bynez.com\/?p=51989"},"modified":"2026-08-04T23:36:16","modified_gmt":"2026-08-04T21:36:16","slug":"origins-of-fragrance-the-land-and-the-people","status":"publish","type":"post","link":"https:\/\/mag.bynez.com\/en\/perfume\/origins-of-fragrance-the-land-and-the-people\/","title":{"rendered":"Origins of fragrance: the land and the people"},"content":{"rendered":"    <div id=\"chapo-block_6fc8b96984bcf09682866019d1f4be5e\" class=\"chapo\">\r\n        <blockquote class=\"chapo-blockquote\">\r\n            <span class=\"chapo-text\"><p>From Madagascar to Provence, fragrance begins life in the fields. Symrise patiently constructs new supply chains on lands where aromatic plants flourish before adding novel raw materials to its catalogue of Maison Lautier essences and then to the perfumer\u2019s palette.<\/p>\n<\/span>\r\n        <\/blockquote>\r\n        <style type=\"text\/css\">\r\n            #chapo-block_6fc8b96984bcf09682866019d1f4be5e {\r\n                background: ;\r\n                color: ;\r\n            }\r\n        <\/style>\r\n    <\/div>\r\n    \n\n\n<p class=\"wp-block-paragraph\"><em>Editorial partnership<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s no secret technology here, no hype. Innovation comes into play elsewhere: in how plants are selected, the care taken in cultivating, harvesting, and processing them, and, more broadly, the precision of natural ingredients shaped so they can reveal the breadth and depth of their qualities once they reach the bottle.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Innovation is also at work in the focus on the people who grow, harvest, and process the plants. Every essence is the fruit of the land but also of the women and men who work it. Entire communities that supply chains need to support by ensuring stable incomes while also meeting the needs of a fragrance industry looking for high quality products and authenticity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">White lavender, the perfumer\u2019s new muse<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1-1024x538.jpg\" alt=\"\" class=\"wp-image-51986\" style=\"width:818px;height:auto\" srcset=\"https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1-1024x538.jpg 1024w, https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1-300x158.jpg 300w, https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1-768x403.jpg 768w, https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s the first time perfumers have used a white lavender essence,\u201d says an enthusiastic Sol\u00e8ne Homo, Global Product Manager Captives at Symrise.<em> <\/em>\u201cAnd we created the supply chain for the essential oil from scratch in Provence.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everything starts in the fields. For many years white lavender was seen as nothing more than a wild plant growing freely in Proven\u00e7al landscapes. A perception that changed in 2012 when students from the Germany-based Symrise perfumery school on a trip to Provence spotted an unusual seedling, not then known as white lavender. The students were intrigued and spent time studying it, setting an unexpected journey in motion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The variety, baptized Ang\u00e8le, belongs to the same botanical species as blue lavender but has a very different olfactory profile. It was introduced to the perfumer\u2019s palette in 2021, when it \u201ctotally changed our perception of the plant,\u201d explains perfumer Pierre Gu\u00e9ros. Its signature? An aromatic facet that hints at sage mingled with apricot nuances redolent of osmanthus. In the bottle it makes a perfect partner for musky notes or a touch of tonka bean. It also brings a breath of fresh air to the foug\u00e8re family. \u201cAng\u00e8le lavender is far more floral and less terpenic than traditional blue lavender,\u201d is how perfumer Ali\u00e9nor Massenet describes it. A detail that changes everything.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, a supply chain had to be established before it could be let loose to win over perfumers. In 2012 the Center of Applied Research for Producers of Mediterranean Perfume Plants and Aromatics (CRIEPPAM) identified the plant and began producing it using conventional methods. A first obstacle soon emerged: the crops\u2019 fragile health, with certain bacterial infections potentially causing significant crop losses and endangering farms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Symrise tackled the issue by teaming up with the Aromatic Plant Research Center. Together they launched an in vitro bio-regeneration program in 2020 aimed at producing completely healthy white lavender seedlings. The technique involves cellular regeneration in the lab. It takes more than a year to recreate an entire seedling and reconstruct its genome. A selection of hardy grandmother seedlings were used as the basis for propagating mother seedlings, then cuttings destined for producers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">White lavender is still rarely grown. Only two producers work on the Alpes-de-Haute-Provence region, supported by two nursey growers in Luberon. The essential oil is obtained using steam distillation directly at producers\u2019 sites. Yields per hectare are slightly higher than those of traditional lavender.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The plant has an intriguing appearance, the brilliant white color evoking purity and delicacy. \u201cClients like it a lot,\u201d points out Sol\u00e8ne Homo. Particularly in Asia, especially China, where the Proven\u00e7al image has lost none of its appeal. As a rare product still only available in limited quantities, white lavender is establishing itself as a niche ingredient in perfumery and will be featured in upcoming launches. It is also already being considered for uses further afield than the fine fragrance industry. For instance, its moisturizing properties open the door to future cosmetics applications \u2013 as long as production can be ramped up. Because the current priority is clear: to turn this distinctive lavender into a new olfactory signature.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cinnamon, a game-changing spice<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1-1-1024x538.jpg\" alt=\"\" class=\"wp-image-51987\" style=\"width:826px;height:auto\" srcset=\"https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1-1-1024x538.jpg 1024w, https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1-1-300x158.jpg 300w, https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1-1-768x403.jpg 768w, https:\/\/mag.bynez.com\/wp-content\/uploads\/2026\/07\/Champs-Lavande-V1-1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">In Madagascar fragrance is everywhere. In the warm air, in the leaves and bark of the trees. On the island\u2019s northeastern coast in the Sava region, growing vanilla structures the local economy and has paved the way for cultivation of other aromatic plants, such as vetiver, geranium, and ginger. As well as the cinnamon tree: essence extracted from its bark was added to the Symrise perfumers\u2019 palette in 2018.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The cinnamon tree is a demanding plant. As an invasive species, it needs to be extremely carefully managed. If it gets out of control if can threaten natural balances and cause biodiversity loss. However, when properly regulated it becomes an invaluable ally thanks to the hardy tree\u2019s rare gift of being able to grow almost anywhere, including in degraded soil.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is the challenge tackled by La Ferme des Hauts, a Symrise property lying on the red land of Sava. Around 15,000 cinnamon trees were planted there on around twenty hectares in 2020 and 2021. The trees are not yet productive because cultivating them requires a lot of time and various specialist skills. Every stage is important, from trimming the branches to managing growth and finding techniques for harvesting the bark. \u201cOur goal is to fully control the species,\u201d says Laurence Briand, country General Manager for Symrise Madagascar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Originally, however, La Ferme des Hauts was almost bare, aside from a small wood in the lower part of the land. The project was designed as a testbed for regenerative agriculture, to revitalize depleted soil, structure crops, and rebuild balances. Alongside vetiver, a major first on the red Sava soil, cinnamon trees occupy the most degraded areas, while the steepest slopes are home to acacia and eucalyptus trees which will provide firewood for the Benavony factory a few kilometers away.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The approach is part of an initiative certified by the Union for Ethical BioTrade (UEBT) which promotes responsible practices: supply traceability, collaboration with local producers, respect for agricultural cycles thanks to crop rotation, and constant vigilance to protect biodiversity and avoid deforestation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cProper management of the supply chain means working with farmers and encouraging them to harvest at the right moment,\u201d explains Cl\u00e9ment Cabrol, Head of Raw Materials Purchasing for Symrise Madagascar. \u201cBut never to harvest too much or too often.\u201d Fortunately, essence of Madagascar cinnamon has zero safrole content, since the molecule was banned from fragrances thirty years ago. On the other hand, it does have very high levels of cinnamaldehyde, giving it an extremely fresh dimension. The ingredient offers perfumers a unique field for creative expression. Cinnamon is both warm and spicy, adding substance and texture to compositions, and is part of a sustainable, controlled supply chain. A true symbol of raw materials that convey an aroma as well as a commitment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Visuals : \u00a9 Symrise \/ Romain Bassenne<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>From Madagascar to Provence, fragrance begins life in the fields. Symrise patiently constructs new supply chains.<\/p>\n","protected":false},"author":27,"featured_media":51988,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","_monsterinsights_skip_tracking":false,"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[8829,677,1416],"tags":[3257,937,931,1087],"series":[],"ppma_author":[3335],"class_list":["post-51989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ingredients","category-news","category-perfume","tag-lavender","tag-madagascar-en","tag-natural-raw-materials","tag-symrise-en","pmpro-has-access"],"pp_statuses_selecting_workflow":false,"pp_workflow_action":"current","pp_status_selection":"publish","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Origins of fragrance: the land and the people - Nez the olfactory cultural movement<\/title>\n<meta name=\"description\" content=\"From Madagascar to Provence, fragrance begins life in the fields. 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