CANNES, France — The 2016 Cannes Film Festival party circuit moved to the beach on Monday night with the launch of The Harmonist, a new “maison de parfum” hailing from Paris, as its chief operating officer Virginie Amourelle explained.
“The fragrance is based on feng shui and inspired by the five elements — water, wood, fire, earth and metal, both yin and yang — which influence energy. You could really call it a good-luck perfume,” said Amourelle, a former Lagardère and Lancôme executive, who has helped launch Trésor, among other fragrances.
Founded by a private investment fund, the new brand offers 10 scents put together by Givaudan perfumer Guillaume Flavigny, who previously masterminded Comme des Garçons’ Black. They are said to boast one’s destiny in the fields of prosperity, relationships, wisdom, seduction, creativity and prestige.
“Depending on what you are looking for in a given moment in your life, you may choose a different perfume — and it does work, because I tried it,” assured The Harmonist’s creative director Aymeric Wuidart.
The esoteric scents attracted a serious crowd, including Kate Hudson, Orlando Bloom, Karolina Kurkova, Mischa Barton, Mélanie Laurent and Ivana Trump.
“I just heard: I’m metal,” said Laurent, sporting a black Saint Laurent tux, this year’s festival-goers’ favorite staple.
“That’s strong. Metal stands for the warrior,” attested Kurkova. “I do believe everything has its own energy and that different elements affect us in different ways. Though I don’t think I’m just one thing. It depends on what mood I’m in,” said the model, who was in town for a Vogue shoot.
“I’m also here to support my husband,” actor and producer Archie Drury, who is fine-tuning a new indie project, she revealed.
Barton said she, too, was juggling responsibilities. “I’m working on a final bit of a project with Rosario Dawson, called ‘The Pilot,’ which I’m producing and also acting in. I like doing both these days,” she beamed, in a ruffled Blumarine gown.
The Harmonist fragrances, which retail for between $170 and $305, are available through the brand’s newly opened boutiques on Avenue George V in Paris and on Melrose Place in L.A.
“We decided to set up our own stores immediately, because the perfume is so personal. We are not just selling a product, but an experience,” said Amourelle, disclosing The Harmonist’s plans to set up more units in London, New York and Asia in the next three to five years.