What if a flower had the power to re-enchant the world? What if, in its simplicity, it brought a breeze of happiness and beauty? This singular flower is the poppy. In 2000, Kenzo paid tribute to its beauty in a fragrance, FLOWER BY KENZO. A crucial name, a declaration of love for nature and flowers, echoing the passion of the Maison’s founder who loved to repeat: « I absolutely love flowers. » Since then, FLOWER BY KENZO has scattered its seeds worldwide and blossomed freely on the skin of a whole generation.
In 2022, the iconic poppy flourishes with even more strength, giving life to FLOWER BY KENZO L’ABSOLUE. A perfume that delves into the heart of the flower, oversized and dreamlike.
A Perfume of Intense Emotions
FLOWER BY KENZO L’ABSOLUE captures the strength and fragility of the poppy in a new intensity. Imagined by Alberto Morillas, the creator of the very first FLOWER BY KENZO fragrance, this new perfume explores the heart of the flower. Powerful in its essence, the master perfumer draws a spicy and sophisticated facet of the poppy signed by the most precious pistil: the red gold.
The thrill of a warm breath on the skin… The freshness of Mandarin essence warmed by a saffron infusion… The rise of a floral heart of Damascena Rose, Orange Blossom, and Tuberose, reddened by this spice… Wrapped in Vanilla and White Musks, the signature of FLOWER BY KENZO perfumes, this bouquet unfolds in a new sensuality.
Nicknamed red gold, saffron, the pistil of the Crocus flower, is a unique spice, difficult to harvest. Regarded as the most expensive in the world, it demands much care and time. In fact, it takes no less than 100,000 crocus flowers to obtain 1kg of its pistil.
An Ode to Nature and Sustainability
Committed for many years, Kenzo strives to create perfumes that are increasingly environmentally friendly. Without changing its identity or its recognizable silhouette, the iconic 100ml bottle has also been redesigned with an eco-responsible approach. Integrating a minimum of 15% recycled glass, its surlyn cap has also been slightly shortened to reduce its plastic material by 25%. Finally, its cardboard box, derived from sustainably managed FSC forests and printed with bio-sourced vegetable inks, has been optimized to use a fair amount of material.
Committed to a more beautiful world, KENZO Parfums joins forces with those carrying out concrete projects that change our daily lives and act every day to provide us with the desire and keys to a sustainable and responsible future.
Engaged Ambassadors
Orin Hardy, the face of KENZO Homme, is an ecology designer, educator, and entrepreneur. As the founder of BambooU in Bali, Indonesia, he works towards sustainable living with bamboo. KENZO Parfums has funded scholarships to give students worldwide the opportunity to attend BambooU courses.
Alongside Orin Hardy, Masami Charlotte Lavault, a Franco-Japanese floriculturist, embodies the new fragrance FLOWER BY KENZO L’ABSOLUE. Sensitized to her strong desire to bring back flowers to cities through local and seasonal horticulture, KENZO Parfums supports her projects and welcomes her into its family of ambassadors.
An Engaged and Sustainable Vision
According to Masami, « It is important to specify that it is not just a communication strategy but rather a way of operating. This model could be immensely virtuous on a large scale. »
From an industrial designer to a floriculturist, Masami radically changed her path ten years ago. In 2017, she launched Plein Air Paris, the first urban floral farm in France, where she cultivates flowers biodynamically, respecting seasons and nature, without greenhouses or pesticides. Plein Air Paris quickly became the starting point for a humanistic project, raising awareness of the urgency to return to environmentally friendly agriculture.
A Dreamlike Tale: Blooming the World
At the heart of this universe, to the music played by Michael Kiwanuka, Masami is The Flower Woman who blooms the world. A flower magician, connected to nature, she is determined to re-enchant the world. Under her benevolent will, lanterns loaded with pistils soar, ready to trigger an unexpected and multicolored super-blossom in their wake. The wind becomes her messenger, delivering a joyful invitation to make the world more beautiful.
