BEAUTE PRESTIGE INTERNATIONAL

PLEATS PLEASE IS THE NEW FUN AND FEMININE FRAGRANCE BY ISSEY MIYAKE. FLORIAN HANHAUSEN, INTERNATIONAL OPERATIONAL MARKETING DIRECTOR, BEAUTE PRESTIGE INTERNATIONAL, TELLS US MORE

HOW WOULD YOU DESCRIBE PLEATS PLEASE? It’s very different from all the other Issey Miyake fragrances. With this new launch, we leave the territory of freshness and instead introduce a fruity, floral fragrance. It’s a feminine fragrance with a trail — something that we’ve never done before. The starting point for the perfumer Aurelien Guichard was two flowers, which are the most important aspect of this fragrance. 

TELL US ABOUT THE KEY INGREDIENTS IN THE FRAGRANCE. The two key ingredients Aurelien began with are peony and sweet pea which are also symbols of femininity. He then added cedar and patchouli as symbols of elegance. In order to give it a fresh start, he came up with the novel idea of using N a s h i, a Japanese fruit which has a unique, indescribable taste. It can best be explained as being halfway between a pear and an apple, depending on its ripeness. We’ve chosen the pear aspect of the fruit. The combination of all these ingredients has created a unique fragrance. Vanilla is the backbone of the fragrance. Aurelien believes that this particular ingredient will round off everything. Vanilla also helps give the fragrance an addictive quality — you would want to smell it over and over again. That’s the whole idea behind the fragrance. It’s a break from whatever Issey Miyake has done so far. 
 
WHAT DO YOU THINK MAKES THIS FRAGRANCE DIFFERENT? As compared to other fragrances, this has been created keeping a modern sensibility in mind. I feel the element of N a s h i is very intriguing and sets it apart. The backbone of vanilla also makes it very special indeed. 
 
WHEN IT COMES TO THE USE OF FRAGRANCES, HOW ARE INDIAN WOMEN DIFFERENT FROM THEIR WESTERN COUNTERPARTS ? I personally don’t think there is a difference in the way women wear fragrances. India has a longer and older link to fragrances, given the thousands of years of history. My initial thought was that Indian women like oriental fragrances with a strong personality, depth and presence. What really surprised me is that the opposite is true. Due to the climate, Indian women prefer the fresher, floral variation that is not overwhelming or in your face. 

WHAT KIND OF FRAGRANCE IS BEST SUITED TO THE INDIAN CLIMATE? I don’t think there is a specific type of fragrance, as such — the question is about dosage. Vanilla, wood- and musk-based fragrances should be used subtly in a warm and humid climate. All you need is a spritz or two of the fragrance. Being too heavy-handed may result in the fragrance becoming too intense. That’s a more important factor to consider instead of ingredients. 

WHAT’S YOUR ADVICE ON THE CORRECT APPLICATION OF A FRAGRANCE? I think there are no rules. There are already so many rules in life — let’s not add to them! There is a difference between how men and women use fragrances. A man generally uses it once
    he gets out of the shower; a woman applies the fragrance as a last touch to her appearance. I would only advise being light-handed, if you’re wearing the fragrance for work. For evenings, there is the old rule of applying it on the pulse points. I think we shouldn’t restrict people with too many rules and make things too complicated.