Infiniment Coty Paris

What does the future smell like? With Infiniment Coty Paris Sue Nabi and Nicolas Vu redefine haute perfumery, ushering in an era of fragrances with wide-ranging expressive possibilities, designed to allow the wearer myriad new scent experiences. An auspicious prospect for «old noses» like me, always eager to explore new olfactory terrain!

But let’s not get ahead of ourselves. You might already be familiar with Sue Nabi and Nicolas Vu as the instigators of the visionary Protopia concept at Coty – realized to extraordinary success in the skincare line Orveda. Hot on the heels of this bold innovation, Infiniment Coty Paris now arrives to extend the program, in a similarly spectacular fashion, to the artistic perfumery sector. The ambitious goal: to shake up and redefine haute perfumery.

Founded in 1904, over the course of the Belle Epoque Coty quickly advanced to become one of the leading perfume manufacturers of its time, and later became the first European cosmetics brand to open a branch in the United States. Coty was also the first company in the industry to begin systematically blending natural fragrance raw materials with synthetic ingredients. The aim was to amplify the power of nature so that the fragrance could be perceived in a whole new way. The idea proved successful and Coty thus laid the foundation stone for «modern perfumery».

Now, 120 years after its founding, Coty again prepares to take a longjump into the future: its new invention Molecular Aura is the link between past and present. Infiniment Coty Paris embodies this innovation, introducing to artistic perfumery the shape of things to come. It takes us on a journey that begins in Paris and moves through time and space, into new spheres – an entirely new fragrance experience.

Infiniment Coty Paris is a groundbreaking innovation – conceptually, but also in terms of technology. The launch of the brand also sees the debut application of Coty’s patented Longevity Technology. This new technology controls the evaporation of fragrance molecules, thus lending each scent its mysterious-subtle aura. Indeed, the novel formulas ensure a uniform release of scent substances for up to thirty hours.

The individual scent signature thus remains vivid over an incredibly long timespan, upending the fleeting aspect of the top and heart notes that has defined the expression of fragrances until now. As you can well imagine, this innovation allows fragrance to be perceived in a whole new way and promotes the wellbeing of the wearer. Furthermore, all perfume formulations are free of immunocompromising ingredients. The fragrances are also extremely skin-friendly for a comfortable fit the like of which I have seldom experienced.

Mindful of sustainability, all the perfumes in the collection are available in refillable glass bottles. The outer packaging is also well worth a mention: the paper is from certified wood production and is recyclable. The covering wraps around the flacon, conforming to its curves like a second skin.

Should the owner decide they no longer wish to make use of the bottle, it can be brought back to the purchase point, were it will join other returns in an exclusive “artcycling” project. The project supports young African artists who integrate the returned flacons into their work. The resulting artworks can then be bought at auction, the proceeds going to a project to support African artists – here, too: sustainability!

My conclusion? Infinitely fascinating! The fundamental, research and innovation-based profile of Infiniment Coty Paris shows how cutting-edge science can really move the goalposts, offering artistic perfumes a significantly extended playing field. Truly a whole new way of experiencing perfume!