BIENAIMÉ - Monsieur 75ml EDP
A certain idea of Parisian chic, a tribute to elegance. A fresh, pure and audacious fragrance, just a few drops of which are enough to perfect that allure, seductive in its discretion and imposing in its refinement.
This sophisticated composition opens with a lively, citrusy duo of bergamot and ginger, before blossoming into a refreshing heart of verbena, enhanced by spicy notes of nutmeg. Finally, the invitation reveals a warm, woody character, blending cedar and vetiver.
Head: Bergamot, Ginger
Heart: Verbena, Nutmeg, Geranium
Base: Cedar, Vetiver
Perfumer: Patrice Revillard
Made in France.
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A respectable personality and an accomplished adult, Monsieur has forged a discreet but undeniable presence: synonymous with elegance, refinement and authority, it goes beyond its original function as a mere title to become a genuine influence. As the expression of a noble character, it transcends gender and is equally oriented towards the bold, assertive woman of modern times. For Monsieur is embodied above all in its refinement, and triumphs in its timeless radiance.
Celebrating French know-how, its bottle is made in Normandy by a factory of excellence, classified as a Living Heritage Company. Handmade, each piece is unique and thought with refinement to dress with elegance your home.
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THE HISTORY OF MONSIEUR
by Lucie Moison October 21, 2024
In the heart of Paris, on the narrow rue Chabanais, lies a discreet bookshop, whose frontage rises out of the white stones: a simple façade that conceals a jewel box with the scent of aged paper and patinated leather.
It's 10 a.m. and the owner opens the door, letting in the light, splashing against the oak panelling, and enters his store, the wooden floor creaking beneath his footsteps. He spends his days here, surrounded by carefully organized shelves, listing in his mind all the forgotten works just waiting to be rediscovered. Every day, he greets his customers with a subtle smile, a choice word, a tailor-made recommendation, and takes pleasure in unearthing the perfect book for each visitor: the latest Prix Goncourt he has just received for the neighbor at n°8, Joseph Kessel's travel stories for the explorer passing through...
It's 7 p.m., and a tall, slender, impeccably dressed man enters, wearing a long black coat whose fabric seems to absorb the subdued light of the place, and from which a singular perfume emanates that calls out to the bookseller. The exhalation awakens memories in him, like a familiar melody one recognizes without being able to name. Fresh, spicy accords interwoven with woody notes. Discreet yet memorable, this fragrance gradually fills the cozy atmosphere of the bookshop, blending scents of waxed wood with refreshing lemon notes.
The man says nothing. He simply browses the shelves, his fingers gliding over the edges of the books. After a few minutes, he stops in front of a shelf towards the back of the store, where rare editions are kept, works forgotten by all. He grabs a book, an early edition of Pierre Reverdy's "Plupart du Temps", and heads for the counter.
With the volume in his hands, he flips through the pages, letting his mind soak up the familiar scent of old paper, now linked to the refined imprint of his own perfume. This unexpected alliance lends the moment a special charm, a unique sensory memory... The mysterious elegant man then explains the chance of his arrival, the light of the store and the beauty of the books that caught his eye. The merchant nods gently, a smile lighting up his face. The book acquired, the enigmatic Monsieur slipped it into his pocket and then, like a shadow, vanished into the night, under the light rain, leaving behind only the trail of his mysterious perfume.
In this small Parisian bookshop, a book, a fragrance and an unexpected encounter wove a new story, an impression of timeless elegance, like a secret that only the streets of Paris understand.
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The story
Robert Bienaimé, visionary perfumer.
When he created his eponymous brand in 1935, Robert Bienaimé was already a perfumer recognized by his peers for his innate talent and undeniable know-how. A chemist by trade, he was to prove himself one of the most gifted noses of his generation.
It was his meeting in 1909 with Paul Parquet, Master Perfumer, that gave him his vocation. As head of the Houbigant House, Paul Parquet introduced him to the art of perfume and opened the doors to a world he would never leave. Both an artist and a technician, Robert Bienaimé will never stop innovating and enriching the olfactory repertoire of the House of Houbigant with new scents such as Quelques Fleurs, the first true multi-floral bouquet ever created.
Bienaimé Paul Parquet's death in 1916, Robert Bienaimé the reins of Parfumerie Houbigant, where he oversaw the creation of new fragrances until 1930. Deeply involved in the profession, Robert Bienaimé the Syndicat National de la Parfumerie (National Perfumery Union) several times between 1923 and 1942. A contemporary of the great names in perfumery, he was also an expert in cosmetology and developed some very promising cream formulas. Eager to create his own brand, Bienaimé launched in 1935. In its first year, Robert Bienaimé launched four fragrances: Éveil, Fleurs d’Été, La Vie en Fleurs, and Vermeil.
When Robert Bienaimé died in 1960, the Bienaimé brand was mothballed for several decades before its rebirth in 2021 under the leadership of Cécilia Mergui.
Passionate about Art Deco aesthetics since she was a child, Cécilia collects objects, drawings and furniture from this period, and it was while browsing on an online flea market that she discovered a powder case from the brand Bienaimé. This beauty object, refillable before its time, aroused her curiosity with its Art Deco aesthetic and its durable aspect. The combination of these two worlds made her want to know more about the history of the House Bienaimé. Driven by the desire to offer a beauty brand that is environmentally friendly while cultivating the Art Deco style that she loves so much, she bought the brand in 2019 and decided to relaunch it.
Faithful to the heritage of Robert Bienaimé, Cécilia Mergui follows in the footsteps of the brand's founder, to whom she has great admiration and respect. Her ambition? To continue to bring to life the splendour of the House Bienaimé by infusing it with a touch of modernity.
When beauty crosses time
At the beginning of the 20th century, far from today's plastic packaging, all containers were made of durable materials and designed as true works of art. Boxes, compacts and bottles embellished dressing tables and bathrooms and could be refilled and reused.
It is this way of looking at beauty that is at the origin of the brand's revival Bienaimé. Inspired by the original Art Deco spirit, each case is designed for a second use. Reusable and recyclable, the packaging here becomes an object of art and beauty, designed to embellish the bathroom and re-enchant daily life.
A journey through time
Through the rebirth of the brand Bienaimé, the idea is to perpetuate the wonder of these timeless of these timelessly charming beauty treasures and create a sensory experience that experience that evokes emotion, that of a sweet nostalgia. Dreamlike and poetic universe Bienaimé is an ode to the memories of the past and an immersion into the heart of eternal beauty.