INVITES YOU TO DISCOVER
DANS LES CHAMPS DE CHANEL
GRASSE, THE CRADLE OF PERFUMERY
WHERE IT ALL BEGAN…
CHANEL has sourced its flowers from Grasse for close to a century, and since 1987, it has been actively contributing to the sustainable farming of jasmine and rose.
Today, the crops have expanded to include other flowers for fragrances, namely iris, geranium and tuberose. Five exceptional crops, exclusively reserved for CHANEL fragrances.
MAY ROSE
Each morning in May is a mad race against time to harvest the roses with their delicate petals.
For three weeks, the gatherers work in pairs, nimbly filling their apron pouches with the newly blossomed flowers.
1kg of roses represents 350 flowers.
Each gatherer picks 5kg of flowers per hour.
GRASSE JASMINE
Each night, the emblematic flower of Grasse unfurls its fragile, star-like petals infused with fragrance.
From August to October, in the early morning before the sun reaches its zenith, the gatherers empty the jasmine flowers into their wicker baskets.
1kg of jasmine represents 8,000 flowers.
Each gatherer picks 350g of flowers per hour.
Plants have been grown for fragrances in Grasse for over 300 years.
Cooled by the wind and bathed in the Mediterranean sun, the fertile soil provides the ideal conditions for growing high-quality flowers for fragrances.
The flowers grown in the Grasse region quickly became the raw materials of choice for the finest perfumers.
So it is only natural that the history of the N°5 fragrance began in Grasse. In 1921, its creator, Ernest Beaux, chose Grasse jasmine for his composition.
On the initiative of Jacques Polge, the House of CHANEL signed the first partnership of its kind at the time with the Mul family, the region’s largest flower producer, based in Pégomas.
In close cooperation with CHANEL, the Mul family continues to improve their techniques in keeping with sustainable farming practices,
so that the flowers are at their best, without ever taking the risk of depleting the soil.
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CHANEL
Communications Division
Grizelda Tendean grizelda.tendean@time.co.id
Gemala Meutia Sari Komara gemala.komara@time.co.id