Louis Vuitton Creates The Sensation Of The Sun In A Single Spritz

Louis Vuitton creates the sensation of the sun in a single spritz, with its new travel-inspired eau de parfum

- Chelsea Tang

Infinite escape. Two words that sum up a desire universally felt in curious times — to enjoy a change in scenery and take in fresh air that’s not from down the street. Our travel reality is grim, but our noses can surprisingly offer at least a sense of travel through what is known as the Proust effect. The idea that memories can be vividly recalled through sensory stimulation — in Louis Vuitton’s case, through their parfums, was central to the French maison when it embarked on a journey to create a five-piece scent collection that would help people indulge in escapism. There’s Sun Song, the caress of a gentle ray of sunshine; Cactus Garden, a promenade across an exotic patio; Afternoon Swim, a midday dive into the sea; and California Dream; the enchantment of a sunset.

Adding on to the sun-led collection is On The Beach, a sparkling scent that evokes the delight of the coastline and the enjoyment of wide, open, free spaces. Imagine blissful long walks by the beach (no phones!) with the sunset colouring everything you see pink — that’s what master perfumer Jacques Cavallier Belletrud had in mind for the fifth installation of the collection of travel-inspired perfumes. Here, an exclusive interview with Belletrud himself on the thought processes of a perfumer, and how he attempted to create and bottle the scent of the sun.