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Training manual

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  • Gérald Ghislain, one on one

Histoires de Parfums

An olfactive library that is telling stories about famous characters, mythical years, poems and music. The collection created by Gérald Ghislain is governed by no rules other than inspiration. With his luxuriant imagination, this loquacious individual has chosen to bring his stories to life in perfumes, a sensitive and sensual medium. Histoires de Parfums releases its fragrances in a Deluxe edition to be read on skin.

Philosophy

Histoires de Parfums’ perfumes perpetuate the French perfumery know-how, which features are luxury, nobility and creativity. Histoires de Parfums offers fragrant novels, musical scores and poems. In this collection you can meet extraordinary characters, discover the most exquisite materials in the world of perfumery, delight in poetry from both the Orient and Occident, encounter sublime divas... With this perfume library, Gérald Ghislain wanted to evoke stories through scents just as books are written with emotions.

The Author

Gérald Ghislain wrote his own story with the frantic rhythm of a passionate jack of all trades. An epicurean, he tastes all of life’s savors, sprinkling his daily life with refined luxury. He gives his all to his projects. Insatiable wonderer, he listens, reads and discovers, drawing inspiration from his trips and encounters. Gérald is impulsive and fully committed to his projects. Gérald founded Histoires de Parfums in the 2000s and created a collection of rare and delicate perfumes: these perfumes like him are rich in temperament and so, so romantic!

Fragrances

When he is creating his perfumes, Gérald interprets in a new way the classic olfactive families by including an unexpected component, to obtain an original and surprising collection. Our perfumes have a long trail, deep tempered, dense notes and are extremely sensual.

Concept

Spotless crepe paper, titles in color, bottles chiseled in glass: Histoires de Parfums is smartly bound in around forty volumes to create a unique library. Our eaux de parfums are concentrated to 15% which makes them last longer on the skin.

Market

Due to increased competition in the perfume market, hundreds of launches and an overabundance of advertising, today’s consumers are overloaded. A new trend has emerged, heavily characterized by exclusive, very selective and original products of quality. Histoires de Parfums was made for this niche market.

Positionning

Histoires de Parfums is a niche-brand. Consequently, our desire is not to be compared with or even less to compete with the perfume market leaders such as Dior, Chanel, Guerlain. Our direct competitors are Acqua di Parma, Creed’s, Annick Goutal, L’Artisan Parfumeur, The Different Company, Frederic Malle and other boutique brands… The retail price are in Dollars for the North America and in Euros for Asia, Africa, Europe, Oceania, and South America. The sales price of the 120 ml flacon is 155€ / $185 and the 60 ml is 95€ / $105; the price of Absolu Eau de Parfum from our Rare Editions is 130€ / $160; the price of our Opera line perfumes is 380€ / $480.
What makes us a niche brand? First of all, our distribution is unique; secondly the ingredients are of high-quality. Luxury brands like Chanel, Dior, Lancôme reserve about 80% of their budget for marketing, and 20% for ingredients. Histoires de Parfums uses a large portion of its budget to purchase high-quality natural ingredients which we use to great extent in every bottle - truly an added value.

Distribution

As Histoires de Parfums is a niche-brand targeting the wealthy customer, our distribution is very selective. Our aim is to be present in prestigious and luxurious sales outlets which can convey our brand values. We also make use of innovative distribution networks in the perfume world such as: concept stores, multi-brand clothing stores. Not forgetting the leading major stores in all the major cities around the world as well as established perfumeries dedicated to niche perfumes.

Jovoy Fr-UK - Nose Paris - Saks Fifth USA - Harvey Nichols UK - Cortes Ingles Spain - Excélsior Italy - Robinson Dubaï - O100 Saudi Arabia - Harvey Nichols Qatar - Conrad Shop Japan

Collections

When he is creating his perfumes, Gérald interprets in a new way the classic olfactive families by including an unexpected component, to obtain an original and surprising collection.
Our perfumes have a long trail, deep tempered, dense notes and are extremely sensual.

Characters

1804, 1826, 1876, 7753, 1725, 1740, 1828, 1899 The mythical personalities of long ago have been brought back to life by fragrances evoking each of them. The name given to the perfume is that of their date of birth. The sublime figures of George Sand, Casanova, Jules Verne, Mata Hari, Eugénie de Montijo, Mona Lisa… whom taken together create a gallery of characters: romantic, epic, neoclassic, erotic, the moods and faces are endless…

Bath on Demand!

Our fragrances are now available in freshly-made bath products including shower gel and body lotion. A new personalized product line of body lotions and shower gels to complement your preferred Histoires de Parfums fragrance. Through an exclusive technological process, these products will be created on site and available on demand, offering you a customized care.

Shower Gel, 300ml Perfumed on demand Enriched with Apricot Extract, for a creamy smooth texture. Leaves the skin soft and delicately scented.

Body Lotion, 200ml Perfumed on demand Enriched with vegetables oils: Macadamia, Apricot, Argan for a creamy smooth texture. Leaves the skin soft and delicately scented.

Merchandising

In addition to the image of quality our products possess, the marketing power of Histoires de Parfums comes from its merchandising – its overall presentation. With its «fragrance piano», Histoires de Parfums offers an attractive and highly visible product line. A succession of funnels begs that the perfumes be played like an organ. Each scent is sprayed in a funnel provided with a filter which retains the perfume. To try the perfume, you just have to turn the funnel and inhale.

Our stories are told in these filters

Our playful system of fragrance funnels has been created for Histoires de Parfums. As a signature display for the brand. To discover the entire collection without saturation As an ideal diffusion of the notes As an intimate journey into the heart of the collection

The funnel display advantages

It is an attractive display for the customer The customer can discover the universe of Histoires de Parfums effortlessly. The customer can test what he wants and come back to his favorite fragrance. The “alcohol effect” totally vanished thanks to the filters, so the customer can appreciate the perfume’s different facets just as they evolve on skin.

How to change the filters?

With your first order, you will receive all the equipment for the perfume «organ» display.

Quick user guide
Change the filters once a week, Throw away the old filters, clean the glass cone-shape tester with glass cleaner, Vaporize the new filter with perfume (three sprays) before setting it in the cone, Use the black ring to help hold down the filter tab coming out of the tube so that the filter remains inside the funnel. Vaporize again during the day if the perfume evaporates.

Cleaning
The cleaning of the funnels and the care given to maintaining the display are decisive in the good functioning of Histoires de Parfums’sales: clean the funnel once a week, change the filters. Give priority to the novelties on the slide.

Our displays

SalesTechniques

Histoires de Parfums displays its product line as a piano of fragrances in a library which is very attractive and makes people curious. The customers can test and discover the line in a very entertaining way. Without a doubt, Gérald’s personality speaks for itself and through his products. Finally, the uniqueness of his perfumes must be highlighted.
* The “fragrances piano” is a professional display shelf, enabling to display most fragrances and ingredients in a half circle shape.

Introduction

Bring forward Gérald’s passion for a good life, his hedonistic side and his love for luxury products. His perfumes are intense and full bodied, and in agreement with his generosity. He found his inspiration in traditional perfumes and added unexpected ingredients to deliver something new and unexpected. This is how he expresses his creativity, without compromise or marketing obligations.

Arguments

Our perfumes are authentic and unique, made with the highest quality ingredients. They last a long time on the skin due to the fact they’re made of a high percentage of all-natural ingredients. Each perfume is traditionally manufactured: if we look at the olfactive pyramid, the base note comprises the heavier scents such as musk, vanilla and patchouli…these elements help our perfume stay on the skin for a longer period of time.

Knowing and recognizing all the fragrances to sell them better…

Olfactives groups: Hesperide, Floral, Fougere, Chypre, Aromatic, Woody, Oriental or Amber

Feminine characters,

1804: floral amber
1826: amber
1876: floral spicy woody
7753: floral fresh

Masculine characters,

1725: fougere amber
1740: spicy wood
1828: aromatic hesperide
1899: woody oriental

Cult Books,

Ambre 114: spicy oriental
1969: oriental fruity

This is not a blue bottle,

1/.1: oriental
1/.2: floral musk
1/.3: oriental leather
1/.4: spicy amber
1/.5: amber
1/.6: citrus floral

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All the different olfactive scents are present in the collection. You have to identify the customer’s preferences.

Customer approach

Now that you have a true understanding of the products of Histoires de Parfums, you just need to pay attention to the customer’s needs and observe /analyze them in order to define clearly their expectations. (The interaction must be based on the fragrance itself, even for the main characters’ perfumes, avoid the overload of historical details).

Instinctive approach

Listen to the customer to best define his personality traits and his wishes and desires. Is the customer extroverted or reserved? How the customer is dressed – what style? Classic, unique or eccentric? Is the customer looking for a daytime or an evening fragrance? Does the customer wear perfume for himself or is he wearing it to get someone’s attention?

Rational approach

Listen to the customer to best define his personality traits and his wishes and desires. Is the customer extroverted or reserved? How the customer is dressed – what style? Classic, unique or eccentric? Is the customer looking for a daytime or an evening fragrance? Does the customer wear perfume for himself or is he wearing it to get someone’s attention?

Who wears what?

Strong woman,
not afraid to be seductive
and feminine:

1876, Tubéreuse 3, Moulin rouge, Rosam, 1875, Fidelis

Elegant woman, contemporary, sophisticated, sensual:

1826, Veni, 1831, 1890, 1926, 1/.4

Joyful, elegant, mutinous, contemporary

Tubéreuse 2, 7753, 1/.2, 1/.6

This is not a blue bottle,

1/.1: oriental
1/.2: floral musk
1/.3: oriental leather
1/.4: spicy amber
1/.5: amber
1/.6: citrus floral

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And also…the perfectly formulated perfume is the one in complete harmony with the olfactive background of the customer – (all the smells that have shaped our childhood memories). These represent feelings and emotions more powerful than the shape of a bottle or the fragrance it holds.

Samples

The Histoires de Parfums’ perfumes are not often considered an impulse buy; the customer may need time to decide. If this is the case, being memorable is vital. Trial sizes and samples can be great advertising tools. Offering trial sizes/samples, in-store testing, perfuming potential clients’ skin and clothes… are different ways to recall the moment when they discovered the brand for the first time. A perfume/scent can leave a longer-lasting memory than a picture.

How to perfume the clients?

Spray the inside of the wrist and let it evaporate naturally. Rubbing crushes the molecules and will alter the scent. Good practice of spraying the wrist from at least 20cm away will help to avoid wet areas allowing the perfume to last longer on the skin.
In order to fully appreciate the perfume, it should be applied on pulse points – like the inner elbow and inside the wrist (we are constantly moving these areas creating a perfumed wave with each gesture), behind the ear lobe and at the base of the neck (they are warm areas that diffuse scents well).
Don’t hesitate to spray the perfumes as close as 10 cm away from clothing, as natural fibers (wool, silk, Cashmere, and velvet) carry the perfumes’ scents extremely well.
Take enough time to let the perfume fully develop (the evolution of the top notes, heart notes, base notes). It is important that the client leaves with “the” perfect perfume for him/her.
All skin types are different and unusual reactions may sometimes occur. Some skin types enhance a perfume while others can alter its scent. At times a perfume can become so altered on the customer’s skin that it can become almost unrecognizable. Should this occur, guide the

Coco Chanel enjoyed stating that “perfume should be placed where one might be kissed”… Christian Dior, on the other hand, insisted fragrances be sprayed on the hem of his clothing which allows the perfume to diffuse evenly with every step and movement. Estée Lauder, a famous female American icon, recommended drawing a big circle in front of you using your favorite perfume spray and then jump into the center of it.

Olfactory Families

Hesperide

Each perfume in this family is primarily composed of citrus scents such as bergamot, lemon, orange, tangerine and grapefruit, to which other orange-tree elements (orange blossoms, petit grain or neroli oil) have been added. Floral or even chypre accords are sometimes present as well. These perfumes are characterized by their freshness and lightness including the first «Eaux de Cologne».

Chypre

by Coty enjoyed such success in 1917 that «chypre» is now a generic name for a whole category of timeless, classic perfumes. The compositions are based on oak moss, ciste-labdanum, patchouli and bergamot accords. The richness of chypre notes mixes wonderfully with fruity or floral notes. This family is made up of distinguished, instantly recognizable fragrances.

Floral

This family is composed of a large variety of creations ranging from sumptuous bouquet arrangements to «soli flora» compositions. Perfumers can let their creativity run wild, enriching florals with green, aldehydic, fruity or spicy hints. With its natural scent, the floral note is one of the most widely used in women’s perfumes.

Chypre

by Coty enjoyed such success in 1917 that «chypre» is now a generic name for a whole category of timeless, classic perfumes. The compositions are based on oak moss, ciste-labdanum, patchouli and bergamot accords. The richness of chypre notes mixes wonderfully with fruity or floral notes. This family is made up of distinguished, instantly recognizable fragrances.

Floral

This family is composed of a large variety of creations ranging from sumptuous bouquet arrangements to «soli flora» compositions. Perfumers can let their creativity run wild, enriching florals with green, aldehydic, fruity or spicy hints. With its natural scent, the floral note is one of the most widely used in women’s perfumes.

Chypre

by Coty enjoyed such success in 1917 that «chypre» is now a generic name for a whole category of timeless, classic perfumes. The compositions are based on oak moss, ciste-labdanum, patchouli and bergamot accords. The richness of chypre notes mixes wonderfully with fruity or floral notes. This family is made up of distinguished, instantly recognizable fragrances.

Floral

This family is composed of a large variety of creations ranging from sumptuous bouquet arrangements to «soli flora» compositions. Perfumers can let their creativity run wild, enriching florals with green, aldehydic, fruity or spicy hints. With its natural scent, the floral note is one of the most widely used in women’s perfumes.