Anaïs Anaïs Premier Délice, a more gourmet legend
Mythique car aujourd’hui, même après son vingtième anniversaire, il fait encore partie des parfums les plus vendus. Mythique car sa fragrance est la première a osé s’aventurer sur des notes gourmandes de barbe à papa, de caramel et même de chocolat. Mythique parce que son flacon en forme d’étoile est devenu le symbole de la marque, le porte-parole des fragrances Mugler. « Angel » est un mythe encore bien vivant, construit autour d’un projet fou et personnel de Mugler lui-même et lancé par une communication qui a su créer, en 1992 aux balbutiements du net rappelons-le, un vrai réseau social autour du parfum.
La création d’Angel par Thierry Mugler, Vera Strubi et Olivier Cresp
In 1992, Thierry Mugler was a star of haute-couture and his parades with staging as crazy as they were avant-garde attracted all the celebrities in the branches ... of his star. Yet there is still a rope missing from Thierry Mugler's shooting star: his perfume house. For his first perfume, Mugler joins forces with Clarins while already having a very precise idea of what he wants: “He [Thierry Mugler] spoke to me about blue, a smell of chocolate and caramel, a classic juice that a little boy could offer his mother. »1 recalls Vera Strubi in charge of the creation of the project.
Vera Strubi had to create the whole project around this idea totally outside the known paths of the time which oriented perfumes towards transparent and very refined fragrances. From bottle to juice everything was going to be totally different, because a Mugler perfume had to be different. However, it was necessary to convince the noses because many refused to create a perfume with notes of "fairgrounds" which they considered heavy and sickening. It was therefore Olivier Cresp who agreed to create the pretty gourmet oriental and Vera Strubi who developed the bottle, so pretty star.
Thierry Mugler wanted an audience of stars and a grandiose and totally futuristic event, like his fashion shows. The expenses made in the packaging did not allow such an event and the much more innovative and effective idea, at the time, was to make an Angel tour which would stop in the big French cities to make discover the perfume while creating with customers, a “Circle” of exchanges and sharing around perfume. A social network well before the hour which propelled “Angel” towards a dazzling success, in spite of the few perfumeries which accepted it at the beginning (200 stores in France only and none in Paris). For Vera Strubi, who returned to the success story “Angel” during a conference at the Société Française des Parfumeurs, it is “this contractual dimension, relational and emotional with the consumer who distinguished Angel from her competitors and ensured her lasting success. ".
Angel: this gourmet and sweet fragrance that revolutionized fine perfumery
“Angel” is not only a wonderful idea and a concept on glossy paper, it is representative of a change of course, of a desire for modernity which has completely shaken up all the previously relatively traditional codes of perfumery, to the image of Mugler who also shook the spheres of haute-couture.
Moreover, the "Angel" project was born in the hands of Thierry Mugler, he was not just a simple sponsor. Thus the bottle was inspired by a star-shaped ring that Vera Strubi saw on her finger during her first interviews with the couturier. She later learned that the star was Mugler's favorite form that he wore on his clothes but also tattooed on his skin. It was Mugler who designed the bottle and despite the exorbitant costs announced for its manufacture, he succeeded in obtaining his star for "Angel".
As for the fragrance created by Olivier Cresp, it is airy at least just as heavenly as its name. The fragrances in top notes of bergamot and mandarin propel us towards light and transparent skies. Then the very fruity heart notes of peach, apricot and passion fruit bring us back to the orchards to better transport us in passionate scents to beautiful exotic and sweet journeys. As for the base notes, they create the event by propelling raw materials hitherto unused in perfumery such as caramel, cocoa or honey to expertly mix them with powerful notes of patchouli, vanilla and heliotrope. Gourmet and fruity,
"Angel" by its concept, its bottle as its juice offers a totally offbeat fragrance and a total break with the usual codes of classic perfumery. Mugler has created, through his personal involvement, a perfume and an image in perfumery that resembles in every way who he is and what his haute-couture label wants to propagate. This pretty celestial UFO, soon became the leader of the new family of perfumes of which he is the absolute master: the gourmet fruity ones.