Mane renews alcohol-free perfumes for VelvetVelo

Created and launched by Serge Rach in 2022, the VelvetVelo model is fuelled by its creator’s ardour for crusing, outdoor sports activities actions actions, the picture voltaic… and fragrance innovation!

“I wanted to create a model targeted on scents near water. Behind the model’s title, there’s Velvet, to point the softness of non-aggressive sports activities actions actions, nature, and the picture voltaic, and Velo de velocidad, for velocity, and for the efficacy and energy of fragrances,” explains Serge Rach.

To seize all his inspirations, the founder turned to the Aquafine expertise developed and patented by Mane since 2005.

“This expertise helps rediscover softness, each contained in the olfactory compositions and the water-based formulation, which could be non-aggressive to the pores and pores and pores and skin, not like alcohol, and nonetheless current a excessive focus to create extraordinarily environment friendly, longer-lasting fragrances,” he claims.

Transparency and extended positioned on

Based mostly on a micro-emulsion system with low proportions, the Aquafine expertise leaves quite a lot of room for the fragrance focus, so the perfume lasts so long as the alcohol-based equivalents.

“Since we in the intervening time are consultants with this expertise, we take care of to make common formulation with very excessive concentrations, i.e. between 15% and 20% of fragrance focus, and to build up the right water share as a complement. This might be a exact feat in contrast with completely completely different utilized sciences accessible inside the market,” says Loïc Bleuez, Innovation & Enchancment Director Massive Perfume at Mane.

In relation to aesthetics, Aquafine furthermore stands out for the transparency of its juice. “We sort an emulsion in a selected sort known as microemulsion: the droplets inside the interior half are so small that we obtain water transparency, an an identical to for the standard eau de toilette,” provides the Director.

A mannequin new gesture similar to skincare

These formulation have the technical benefit of being common from -20 ° to +20° C, they typically current bigger hydration of the higher pores and pores and pores and skin layers than an alcohol base.

“Though the principle intention is to fragrance the pores and pores and pores and skin, we’re ready to even take into accounts working in a hybrid self-discipline and along with attention-grabbing magnificence properties. Know-how is an integral a part of this new gesture contained in the Massive Perfume class: a perfume that might be utilized far and wide inside the physique or contained in the hair, at any time, even contained in the picture voltaic. This meets the expectations of shoppers, and nevertheless the latter are very demanding by way of innovation in perfumery,” notes Loïc Bleuez.

This freedom of utility has furthermore acquired over Serge Rach, who needs his vary to take a further pure, skin-conscious approach.

“This proposal meets very present wishes. Know-how could be opening up new olfactory territories. It helped us sublimate mimosa, notably for the Rue des Mimosas perfume,” he explains.

Evocative of the Mediterranean Riviera, this aquatic and sunny bouquet combines with the lime cologne Man downthe sweet-salty monoi perfume Sound of the Photograph voltaicand Archimède In Lovewith its rose notes, to sort a blended assortment bathed contained in the sunny seaside ambiance. It’s designed by Mane’s perfumers Véronique Nyberg, Violaine Collasand Mathieu Nardin.

In the marketplace in its retailer positioned contained in the Marais quarter of Paris, in specialised fragrance retailers, and in malls ranging from October 2024, VelvetVelo is step-by-step rising into new world markets.

“An important for us is to increase globally. New markets are open and way more in demand for innovation”, says Serge Rach.

Whereas the water-based positioning of VelvetVelo perfumes merely is just not the one revenue highlighted by the model, Serge Rach reveals his prospects are a lot on this aspect.

As technological advances affirm it as a skin-friendly quite a few, the occasion in path of water-based fragrances is worth it over increasingly more further producers, together with main teams.

“It’s an home that’s getting various consideration right now. We chosen to care for the juice clear, however there are completely completely different utilized sciences accessible, notably primarily based on nano-emulsions for a milky look. All have the wind of their sails. Given our expertise of fairly various years with this patented expertise, and the Mane groups’ know-how, we’re in good demand,” stresses Loïc Bleuez.

A mannequin new model of the Aquafine expertise incorporating a better share of parts of pure origin (97% to 98%) is beneath growth.