The Perfumer Behind Baccarat Rouge 540 Just Released Your New Fragrance Obsession
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When you think of French fragrance house Maison Francis Kurkdjian, there’s a good chance the first thing you think of is the ever-popular Baccarat Rouge 540. First created in 2014 as a limited edition in honor of Baccarat’s 250th anniversary, the scent was such a hit that it became part of the permanent collection. It then went on to become one of the most popular perfumes in years, earn a 2022 Harper’s BAZAAR Icon Award, and even get name-checked on The Real Housewives of Beverly Hills.
But the Paris-based perfumery has a bigger story to tell than Baccarat Rouge 540. Now, it is introducing 724, a fresh eau de parfum named because it’s formulated to be worn seven days a week, 24 hours a day.
To learn more about the new scent, BAZAAR.com is going to the source: Francis Kurkdjian himself. Ahead, the Maison Francis Kurkdjian creative director and perfumer discusses creating 724, including the inspiration and how to incorporate it into your fragrance library.
What is the inspiration behind the fragrance?
During my life, I had the opportunity of visiting and living in many wonderful places. I grew up near Paris, I lived for almost five years in New York, I’ve traveled around the world—Sydney, Tokyo, Seoul, Buenos Aires, Los Angeles. Despite the wide variety of cultures and histories in all these cities, they have a lot in common. An effervescence, a magnetic, thrilling, and uplifting energy that makes you feel like everything is possible. Cities have something about them that elevates you, electrifies you in a way. It’s such communicative energy that I translated into 724.
How would you describe 724?
This eau de parfum has a vibrant yet enveloping urban spirit. It’s fresh, clean, but it also brings a sensation of comfort and protection. I have pictured 724 to accompany you through an urban environment. It’s not the scent of the streets, though, or of the subway. It is about you and how you feel, it’s a scent you want to wear in the city. So the notes are not the kind of urban you would expect!
724 is a musky floral eau de parfum, composed of three main accords. A fresh urban accord as top notes, carried by aldehydes and bergamot oil from Italy. It is very luminous and has a slight metallic aspect. Then in the middle notes, you’ll find a floral white accord, driven by white flowers, jasmine absolute from Egypt, sweet pea, and mock orange. Finally, the base notes release something very sweet, even warm. I called it Comfortable Cotton accord, as it feels reassuring to me. The whole creation is like a bubble in the city, almost like a pillow you want to sleep on.
It’s so named because it’s intended to be worn seven days a week, 24 hours a day. What gives it that long-wearing quality?
When Marc Chaya, CEO, and I founded Maison Francis Kurkdjian together, we wanted to challenge the way people experience fragrance. We had a motto, "Perfumed life 24/7." Because scent can be part of every aspect of our lives. Smells make us more human in a way. Because they can trigger strong emotions, they are linked to our subconscious in ways we don’t imagine. It’s part of my job as a perfumer to create perfumes that stay on the skin for long, to make sure that the sillage [scent trail] is strong enough.
For the many people who already own Baccarat Rouge 540 or Amyris Femme, how does this scent compare or complement them?
Very few people today wear the same fragrance all their life. Most of us want to change perfume just like we change clothes, depending on the occasion, our mood, how we feel ... It’s the concept of the olfactory wardrobe that Maison Francis Kurkdjian proposes. A scented wardrobe where everyone can find something, where everyone can find options that suit their needs for a particular moment, mood, feeling ... Each new scent is a new story.
Baccarat Rouge 540 is a gourmand scent, airy and dense at the same time, like crystal itself. It is mysterious, sensual, and addictive. Amyris is a story built around Amyris sandalwood and Iris absolute, the most expensive ingredient in the perfumer’s palette. It speaks of effortless, playful elegance.
Maison Francis Kurkdjian 724 Eau de Parfum is now available starting at $170 online at franciskurkdjian.com and neimanmarcus.com.
This interview has been edited and condensed for length and clarity.
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