Eurofragance explores gourmand fragrance evolution with Atelier Nova

Eurofragance has debuted Atelier Nova, a fragrance collection centered around gourmand scent formulations. The launch is structured around four categories: Raw, Ferment, Contrast, and Indulge.

The collection was developed based on Eurofragance’s fragrance marketing trends forecasting platform, TrendScenteur. TrendScenteur pinpoints scent trends and translates them into marketing insights and creative trajectories for the Spanish fragrance house’s perfumery. 

Gourmand scents are carving out a sizable space in fragrance. Eurofragance is catering to the category momentum and turning to culturally inspired experiences in food-focused scents.

The project acts as a creative atelier under Eurofragance’s “A New World of Scents” theme. The concept brings international cultures, sensorial formulation, and perfumery together. It aims to “offer brands inspiration to develop relevant, coherent, and applicable olfactive territories.”

Fragrance inspiration

Atelier Nova is inspired by avant-garde haute pâtisserie.

“Inspiration from haute pâtisserie provides an extraordinary framework for discussing technique, texture, contrast, and the future of olfaction through the language of fragrance and flavor, while helping brands translate those creative directions into tangible concepts,” says Simona Gentili, senior global marketing manager of Fine Fragrance & Air Care at Eurofragance.

Eurofragance combines scent, texture, and flavor-inspired creativity.

In the launch, the company is also looking beyond traditional spray perfumery formats. For example, Eurofragance details a jelly perfume stick and a perfume powder.

“With Atelier Nova, we challenge the rules of creativity by pushing the boundaries,” adds Gentili. 

Referred to as “creative universes” by Eurofragance, the four categories of Atelier Nova (Raw, Ferment, Contrast, and Indulge) are designed to investigate sensorial and emotional avenues with scent. 

Raw is the launchpad of Atelier Nova and aims to evoke clear and immediate sensations. Ferment focalizes the depth and layers formed over time in flavors and scents. Indulge is “the most hedonistic universe within the collection,” and is inspired by abundance, pleasure, and contemporary indulgence. Contrast plays with oppositions to “stimulate perception and sustain attention.”

Eurofragance revealed Atelier Nova during the Tax-Free World Association World Exhibition and Conference in Cannes, France (September 27–October 1).

The fragrance concept featured Eurogfragance’s Future Gastronomy Lab. The gastronomy lab was applied to fragrance through a narrative built around the collection’s four creative directions.

Eurofragance also partnered with French pastry chef Philippe Tayac, founder of Maison Philippe Tayac Pâtisserie. Tayac incorporated the scents with a gastronomic concept of three haute pâtisserie bites touted to amplify the fragrances through “texture, contrast, and indulgence.”

Burgeoning gourmand fragrance

The gourmand fragrance space’s flavor profiles are evolving as demand grows. CPL Aromas identified that perfumery’s food-based trend is evolving beyond sweetness to the savory scentscape. The global fragrance design company spotlighted fragrance notes inspired by Asian heritage dishes. 

Inspired by Asian cuisine, CPL Aromas underscored umami as the next step in gourmand fragrances, at the Asia Perfume Show in Paris, France (September 23–25).

Previously, Eurofragance focused its scent innovations on emotion-driven fragrances through launches like its Get in the Mood collection powered by its EuroMotion technology. The fragrance house’s recent gourmand focus on fragrances may indicate a pivot toward the growing trend.