Even the seasons have scents… Byredo introduces autumn wood and earth scents[동아리]

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A scientifically proven fall scent… The smell of dirt as fallen leaves decompose due to microbial activity.

Even the seasons have scents. There are scents that come from images, experiences, and memories, but there are also scents that actually come from changes in air temperature and soil-smelling molecules such as dirt and moss becoming thicker.

Autumn also has a smell. The image would be a fresh scent from trees, earth, and cold temperatures rather than the scent of flowers and fresh fruit.

In fact, it is said that in fall, it smells like dirt and trees. In fall, plants respond to changes in temperature and sunlight and release various volatile organic compounds. A compound called terpene is released in large quantities from pine and fir trees, creating a refreshing and spicy smell.

Also, in the season from late fall to winter, when leaves fall and are decomposed in the soil through microbial activity, a compound called geosmin is released. The chemical compound geosmin and the scent emitted by microorganisms such as actinobacteria are the characteristic earthy smell.

Byredo becomes independent with confidence in Korea, the No. 1 sales market… Breaking up with Shinsegae, which I had a 10-year contract with

Swedish niche perfume brand Byredo has introduced a perfume reminiscent of desert sand and trees for fall. ‘Desert Dawn’ means the dawn of the desert. Niche means ‘niche’ and refers to an uncommon premium perfume made by a famous perfumer rather than a large corporation. Byredo was first launched in 2006 with a unique scent, intuitive and simple bottle shape, and brand storytelling with artistic value. It attracted attention from fashion people from the moment it was seen. Currently, it has established itself as one of the top three niche perfumes along with Diptyque and Jo Malone.

It is also popular in Korea. According to Botte Research, the world’s largest beauty market research agency, Byredo ranked fourth in market share in the domestic perfume market last year, following Chanel, Jo Malone, and Christian Dior. Moreover, last year, Byredo’s number one country in global sales was Korea.

Accordingly, Byredo ended its 10-year contract with Shinsegae International in September of this year and set out on its own. We believe we have successfully settled into the Korean market and are confident about the future market as well.

Since 2014, Shinsegae International has signed a sales rights contract with Byredo and has been exclusively importing and distributing it to the domestic market. In 2022, Byredo was acquired by Spanish fashion beauty group Puig, and Puig terminated its contract with Shinsegae International at the end of August and established Puig Korea corporation in Korea. From now on, Shinsegae International will manage Shinsegae-related distribution networks such as Shinsegae duty-free stores and department stores, and Pucci Korea will directly handle Byredo’s overall distribution and operation.

At a Byredo press conference on the 24th, Pucci Korea Renault Divisia branch manager announced the news of the direct expansion, saying, “Korea is a market where Byredo has established a leading position and a market with high potential, and starting with Byredo’s direct expansion, we will expand into the Korean market.” “We will secure new growth engines for active business,” he said.

He explained, “Just 10 years ago, the proportion of perfume in the beauty market in Asia, including Korea, was close to 0%, but recently it has grown to 5-10%, and interest in perfume is increasing.” He also said, “Unlike Europe and the United States, which are limited to perfume, the Korean market has a high level of favorability and awareness of the Byredo brand among consumers. Based on this, we plan to introduce not only perfume but also other products such as bags and accessories.” “We will target various consumer groups through collaboration with artists and other brands,” he said.

Byredo has collaborated with fashion brand Off-White and American musician Travis Scott to release collaboration products.

Byredo Desert Dawn

Find the highest quality raw materials and combine them to a minimum… New products launched with brand identity

Byredo is said to create scents that are close to nature, following the philosophy of finding the highest quality natural ingredients and combining them with a minimum of ingredients.

When Byredo launched its first product ‘Green’ in the perfume market, Byredo founder Ben Gorham told the story that while he was dreaming of his hometown, he discovered a scent in nature that contained his father’s scent, and it was the smell of green peas. This was recognized by the public. It drew a great response.

Since then, Byredo has continued its brand philosophy by promoting scent experience and the highest quality and simple raw materials obtained from nature. The ‘Blanche’ product, known as actor Park Seo-joon’s favorite perfume and very popular in Korea, is also said to be a scent that expresses the purity of a lover, meaning white.

Desert Dawn, a fall season limited edition product, also appears to embody the brand’s identity.

Pucci introduced Desert Dawn as “a scent that embodies the coziness and warmth you feel while basking in the warm sunlight while focusing entirely on yourself in the silence of dawn in the desert.” “Starting with the sweet scent of cardamom and rose petals, the warmth of sandalwood and cedarwood, papyrus, vetiver, and silky musk come together to create an attractive lingering scent. “It is a fascinating product with a deep, woody base scent mixed with spicy notes,” he explained.

When I tried the product at the meeting, I was most impressed by the wood and musk scent. There was a spicy scent, but it didn’t last long, and the overall scent was mainly wood, flowers, and musk. When I first encountered it, it was an unfamiliar scent I had never experienced before, but I soon got used to the soft and comfortable scent.

As time passed and the scent faded, another smell of wood and grass remained, which Pucci appears to have described as a ‘dense lingering scent with a woody base.’ The scent, which does not sting the nose or disturb daily life, is cozy and brings peace to the mind. In line with Byredo’s philosophy that “scents do not need to be differentiated between men and women,” the scent of trees and flower plants is a scent that suits both men and women. It goes well with fall, but is also suitable for everyday use in all seasons.

On the perfume specialty platform Fragrantica, users gave it 3.67 out of 5 points. Most users answered ‘I want to have it.’

Users who left reviews responded that it is better to use during the day rather than at night and is most suitable for fall. The product’s scent was said to be at an ‘adequate’ level as it does not remain very strong and does not disappear quickly, and was evaluated as a ‘neutral’ scent suitable for both men and women.

However, there were many opinions that the price was expensive. The price of Byredo Desert Dawn Eau de Parfum is 290,000 won for 50ml and 390,000 won for 100ml.

2024-09-28 03:33:48