Pharrell Williams has launched his debut perfume for Louis Vuitton, introducing an progressive scent named LV Lovers. This perfume is designed to seize the essence of the solar—not because the fiery celestial physique, however as a supply of sunshine and heat that gives each consolation and power.
Master perfumer Jacques Cavallier Belletrud, working at Louis Vuitton’s creative atelier in Grasse, France, collaborated with Pharrell to develop this men’s fragrance. The concept began with the creative question, “What will you do when the sun shines on you?” The sun is viewed as a metaphor for love and life, and together, the creative team has transformed this abstract idea into a tangible scent.
Belletrud, in partnership with in-house perfumer Camille Cavallier Belletrud, who was mentored by the master perfumer, explored the science of photosynthesis to create olfactory notes that represent nature’s response to sunlight. They envisioned the fragrance as embodying “the luxuriance of leaves touched by rays; the evaporating nectar of freshly grown grass; the warm earthiness of tree trunks expanding under the forest sun.” The scent features galbanum, a rarely used, sappy, and spicy resin from the Ferula plant, blended with bottom notes of cedarwood from repurposed carpentry wood. These are complemented by the softness of sandalwood, the crisp energy of ginger, and fruity bergamot top notes, resulting in a revitalizing aroma. Belletrud remarks, “The sunlight that illuminated Pharrell’s debut show on Pont Neuf inspired us to translate photosynthesis into a scent. It may seem abstract, but photosynthesis is the foundation of life.”
Additionally, the fragrance draws upon the ancient healing properties associated with each ingredient. In Ancient Greece, galbanum was believed to cure certain illnesses, while cedarwood oil was used in Ancient Egypt for preservation and protection against evil spirits. Sandalwood and ginger are recognized in Eastern medicine for their health benefits, and bergamot has been used across cultures for mental and physical rejuvenation.
The fragrance is released with a travel case and a fragrance trunk, both designed to hold three bottles and featuring Pharrell’s Damoflage motif, a blend of LV’s heritage Damier pattern with a camouflage print.
LV Lovers is a golden elixir of well-being, encapsulated in Louis Vuitton’s iconic cylindrical bottle with a prismatic finish, offering a spray of sunlight in every application.
