LONDON — Chopard’s new fragrance Rose de Caroline is red and gold and green all over, and marks the jeweler’s latest move to become a sustainable and environmentally conscious brand.
Created by master perfumer Alberto Morillas for Caroline Scheufele, Chopard’s artistic director and co-president, the rose-based juice is the latest addition to Chopard Parfums’ Haute Parfumerie collection, which launched last year with natural, ethical and sustainable aspirations in keeping with Chopard’s overall mission.
The single fragrance launched exclusively at Harrods this week. It comes in the wake of Gardens of Paradise, a collection of four fragrances created by Morillas and inspired by Arabian gardens, which launched in February.
Rose de Caroline is also Chopard’s most expensive juice, costing 550 euros for 100 ml, compared with the Gardens of Paradise scents, which are priced at 275 euros for 100 ml.
Gardens of Paradise and Rose de Caroline boast one of the highest percentages of pure, natural ingredients of any perfumes on the market.
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Chopard’s fragrance production is meant to dovetail with its jewelry one, and the aim is to work and source ethically and eliminate waste. During an interview at Claridge’s, Chopard’s chief executive officer Patrizio Stella said the jewelry, watches and fragrances are all on the same journey: “There is one Chopard, one brand, one customer, and our goal is to be ethical and sustainable.”
Rose de Caroline is made from a rare Bulgarian Rose essential oil and from Rose Centifolia absolute, a flower created by the Dutch in the 17th century that has been cultivated in France since the 19th century.
During the same interview, Morillas said the new fragrance is a tribute “to the majestic flower that Caroline loves so much,” adding that the new perfume contains both natural and synthetic molecules, all of which are biodegradable.
He described the fragrance as “unique,” impossible to copy, and inspired by Scheufele’s character and her rose garden at home. The bottle is shaped like a gemstone and the cap echoes the shape of the Palme d’Or, the highest prize that’s awarded at the Cannes Film Festival. The delicate, palm-shaped award was redesigned by Scheufele in 1998.
The juice also contains cardamom from Guatemala, patchouli from Indonesia and vanille bourbon from Madagascar. Cinnamon essential oil, cypriol essential oil and Chinese cedar essential oil are also in the mix. Earlier this year, Stella told WWD that Chopard wants to create “luxurious, uncomplicated fragrances, where you can immediately smell what the core of the fragrance is. Simplicity is the true meaning of luxury.”
Chopard and Morillas worked with the Swiss fragrance and flavor company Firmenich, and specifically with the latter’s Naturals Together sustainability program. Naturals Together was created in 2014 and aims to bring together top suppliers, artisans and natural ingredients.
As part of that program, the fragrance manufacturer partners with growers and local communities to ensure that people work year-round — not just seasonally. Rose de Caroline’s red-and-gold packaging is all FSC (Forest Stewardship Council)-approved, with no artificial dyes.
Since July, all of the gold used by Chopard for watches and jewelry is 100 percent ethical and obtained from artisanal mining operations, members of the Swiss Better Gold Association (SBGA) and other qualified organizations.
“I think true luxury should be transparent and sustainable, and we should be proud about the products that we sell,” Scheufele told WWD’s Global Fashion & Beauty Forum in Xi’an, China, which was co-hosted by SKP. “We should know that children are not belonging to the mines, and we should not be spoiling the planet anymore.”
Rose de Caroline will be made in very limited quantities and will have a small distribution, including some of the Chopard boutiques. No more than 30 points of sale are planned. By contrast, The Gardens of Paradise collection is sold in about 300 outlets.
Asked whether the Chopard jewelry customer was different from the fragrance one, Stella said not really: “Some buy the jewelry — and then the perfume — so they can have the full experience. In other cases, they start with the fragrance as an introduction to the brand.”