By  on June 1, 2009

Diesel chief Renzo Rosso has definitely overcome his lifelong dislike for perfumes — which he openly admitted to only three years ago. “I always thought that nature and our skin give us a scent, and that a fragrance would alter it,” Rosso says during an interview in April at the company’s sprawling Milan headquarters.

Rosso credits the late Patricia Turck-Paquelier, international brand president of the L’Oréal Prestige & Collection International division, who died in January, and her “open mind” for first establishing a connection between the two companies. Setting up a team exclusively dedicated to Diesel helped win over Rosso, and he has been growing a global fragrance business for his company — with best-selling scents distributed in more than 19,000 doors in 51 countries — with L’Oréal ever since.

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