THE MEDIUM

PERFUME IS A MEDIUM. LIKE A HAMMER THAT EXTENDS THE ARMS AND THE WHEEL THAT EXTENDS THE LEGS, PERFUME IS AN EXTENSION OF OURSELVES.

 

USE

PERFUME SHOULD NOT BE USED AS AN ACCESSORY, BUT IT SHOULD BE AN ACCESSARY TO CRIMES COMMITTED BY THE HEART. THEY ARE NOT TO BE WORN BY YOU, BUT SHOULD LIVE THROUGH YOU...

 

SEEING

DON’T SEE THINGS AS THEY ARE, SEE THEM AS YOU ARE.

 

ADDICTION

A GOOD PERFUME IS A NARCOTIC, HIGHLY ADDICTIVE AND SUBVERSIVE. LIKE AN ILLEGAL SUBSTANCE OR CONSPIRACY IT IS RESTRICTED BY COMMERCIAL PERFUMERY, BUT FINDS ITS LIGHT IN DARKNESS AND ITS SPACE IN TINY PLACES.

 

ASPIRATIONS

A PERFUME MUST HAVE AN ASPIRATION THAT EXTENDS BEYOND JUST SMELLING GOOD ON A PERSON OR OCCUPYING A GLOSSY MAGAZINE OR PERUME COUNTER.

 

IDEAS

LET YOUR IDEAS BECOME YOUR IDEALS. ANYONE CAN ARRIVE AT A GOOD IDEA FOR A PEFUME AT SOMEPOINT IN THERE LIFE, BUT FEW CAN CREATE ONE WITH A TRUE AIM OF ENDEAVOR FREE OF COMPROMISE. 

 

SEASONS

PERFUMES DON'T ENGAGE WITH SEASONS, THEY ARE SEASONLESS AND TIMELESS. DO NOT CREATE FOR THE MARKET, CREATE THE MARKET. AN ARTISTIC PERFUME TAKES WHATEVER TIME IT NEEDS. DON’T LET THE SCHEDULE OF THE INDUSTRY, TRADE FAIRS, DISTRIBUTORS OR SHOPS DICTATE YOUR CREATIVE PROCESS.

 

BRANDING

LESS BRANDING THE BETTER. NO BRANDING THE BEST. IF THE BRANDING DETERIORATES OVER TIME IN ITSELF IT BECOMES A PERFORMANCE. IF IT DISAPPEARS — ITS A WORK OF ART. LET PEOPLE FOLLOW YOU FOR THE MEANING AND EXPERIENCE OF THE BRAND / PRODUCTS... NOT ONLY FOR THE IMAGE. IF YOU REMOVE THE NAME OR LOGO IT SHOULD STILL BE IDENTIFIABLE. 

 

IMPERFECTION

WE ARE ALL FRACTURED INDIVIDUALS, BUT THROUGH THESE CRACKS WE FIND THE LIGHT. BREAK EVERYTHING, EVEN YOURSELF. FORCE THE CRACK OPEN AND LET THE LIGHT SHINE THROUGH. 

 

ANTICIPATION

THE MOST ANTICIPATED IS BORING. 

 

EMOTIONS

BE IRRATIONAL, BE DIFFICULT, BE EMOTIONAL. BE WHATEVER YOU FEEL. CREATIVITY CAN NOT EXIST WITHOUT EMOTIONS, MUCH LESS A PERFUME. DO NOT LET ANY BUSINESS PERSON OR ANYONE TELL YOU STOP BEING EMOTIONAL. YOUR BUSINESS IS TO BE CREATIVE AND THE CURRENCY OF CREATIVITY IS FEELINGS. 

 

PROCESS

THE PROCESS IS ALWAYS THE PRODUCT. 

 

PAIN

GET YOUR HEART BROKEN AND IF YOU SURVIVE BREAKS IT AGAIN. THE DEEPER THE GRIEF, THE CLOSER YOU WILL COME TO THE TRUE CREATIVE YEARNINGS OF THE HEART. 

 

HONESTY

BE HONEST AND YOU WILL REVEAL YOURSELVES. AVOID THE IMPULSE TO BE "AN INDIVIDUAL" OR "DIFFERENT" FROM OTHERS; THIS WILL COME NATURALLY IF YOUR HONESTY.

 

ACCOUNTABLIITY

YOU ARE NOT ACCOUNTABLE TO ANYTHING BUT THE CREATIVE PROCESS. YOU DO NOT OWE ANYONE AN EXPLANATION OR ANSWER... IF THERE WAS AN ANSWER IN THE FIRST PLACE. 

 

UNDERSTANDING

THE INSANE SPEND THEIR LIVES TRYING TO UNDERSTAND. THE SANE LIVE THERE LIVES TRYING TO KNOW. THOSE THAT UNDERSTAND US, ENSLAVE SOMETHING IN US. CHOOSE INSANITY, IT WILL OFFER YOU FREEDOM FROM DEFINITION IN PERFUMERY.

 

SACRIFICE

ALWAYS SACRIFICE THE LESSER GOALS FOR THE GREATER.

 

DISTRIBUTION / SALES

A TRULY ARTISTIC PERFUME SHOULD NOT BE SOLD IN AN APOTHECARY, DEPARTMENT STORE OR CONCEPT BOUTIQUE, BUT IN MUSEUMS, GALLERIES OR ANY VENUES THAT CELEBRATE THE ARTS AND CULTURE OR ENABLE HUMAN EXPANSION. WITH THE FINANCIAL NEEDS OF A COMPANY THIS COULD BE CHALLENGING AT FIRST, HOWEVER AIM FOR COMPLETE INDEPENDENCE FROM TRADITIONAL RETAIL AND DISTRIBUTION CHANNELS.

 

OUTSIDER

THE THINGS THAT STAY OUTSIDE THE PERFUME INDUSTRY, ULTIMATELY INFLUENCE THE INDUSTRY. INSIDE THE COMMUNITY IS SMALL, OUTSIDE IS EVERYTHING ELSE... POSITION YOURSELF OUTSIDE AND YOU WILL HAVE A WIDER VIEW.

 

LUXURY

THE SMALL COMMITTEE THAT HAVE DEFINED MODERN CONCEPTS OF LUXURY, HAVE CHEAPENED IT. CREATE NEW NOTIONS OF LUXURY... A HINT, IT HAS NOTHING TO DO WITH A MATERIAL OBJECT, AND EVERYTHING TO DO WITH CREATING A MEANINGFUL HUMAN EXPERIENCE.

 

OPPOSITES

DO EVERYTHING IN OPPOSITES OF THE EXPECTED AND YOU WILL ATTRACT AN OUTCOME OF TRUE DIFFERENTIATION. SUCH A SIMPLE CONCEPT AND CREATIVE PROCESS, BUT IT HOLDS ALL THE WEIGHT AND MAGIC IN THE WORLD.

 

FAME & LOVE

FAME AND LOVE WILL NEVER COME IN ONE BOTTLE. IF YOU AIM FOR FAME EXPECTING LOVE AND MISS YOUR TARGET YOU WILL SEE THE TRUE NUMBER OF PEOPLE THAT REALLY LOVE YOU. PUT LOVE IN WHAT YOU DO, AND IF IT IS TRUE, PEOPLE WILL FEEL IT. IF NOT, WHO CARES... AS LONG AS YOUR HAVING FUN.

 

INCOGNITO

BE INCOGNITO. LEAVE THE STAGE FOR POP STARS. SOMETIMES NO COMMUNICATION, IS ALL THE COMMUNICATION YOU NEED. IF YOU GO MISSING FROM THE SCENE OR ARE INACTIVE ON SOCIAL MEDIA DON'T FRET. GOOD IDEAS NEED EXPERIMENTATION AND TIMES OF SOLITUDE. OBSERVE FROM THE SHADOWS AND APPEAR WHEN THEY LEAST EXPECT IT. THE ELEMENT OF SURPRISE IS ALWAYS AN ELEMENT OF EXCITEMENT.

 

PARTNERSHIPS

IF YOU HAVE A PARTNER THAT DOES NOT SHARE YOUR VISION, HE WILL NEVER SEE YOUR PRODUCT. RUN! IT IS BETTER TO FINANCE IT YOURSELF AND STRUGGLE, THEN TO COMPROMISE ON THE WHIMS OF A PERSON WITH ABSOLUTELY NO VISION.

 

AWARDS

"AWARDS ARE LIKE HEMORRHOIDS, EVERY ASSHOLE GETS THEM AT SOME POINT." AND WE WILL PROBABLY BE THE ASSHOLES JUDGING YOUR WORK. DON’T LET AN AWARD OR SOME PERCEIVED RESPECTED FIGURES BE THE ONLY VALIDATION OF YOUR WORTH/wORK.