Interview with Jean-Pierre Lerouge-Benard, Molinard’s President

Jean-Pierre Lerouge-Benard has been the President of Molinard since 1981, the fourth generation of Molinard's family owners living in Grasse, the World Capital of Perfumery.   

The House of Molinard was created in 1849, and Mr. Lerouge-Benard has been part of the rich heritage and familial legacy since 1963.
 

In a time when large mega-corporations are acquiring and commercializing smaller perfumeries, his goal is to preserve the Company as a family-owned independent Perfumery that is dedicated to preserving and continuing the creation of qualitative fragrances.

Molinard has been creating perfumes since 1849. As the fourth generation, how do you plan to ensure Molinard keeps the quality and heritage, yet remains relevant to the 21st century?

Jean-Pierre Lerouge-Benard: MOLINARD heritage is a kind of culture, which goes from one generation to the next one. I have four children. Two of them (both my daughters) Célia has worked seven years at MOLINARD and now Charlotte joins us.
 

They are, for our House, a guarantee of continuity; of the image, of the brand and of the MOLINARD signature. Truly my daughters are the next link in the generational chain that is our history and our future.

Please describe Molinard’s Perfumerie in Grasse for our readers. 

Jean-Pierre Lerouge-Benard: In the middle of a Mediterranean garden with palm and olive trees, you can see a “big white Provencal chateau” which is a mix of a 19th century perfume factory and a construction from 1900. This building is absolutely unique; with our own museum, Lalique, Baccarat, Viard bottles, old labels and advertising, furniture from the 16th-18th century. We are also well known for our complementary tour---of our objets d'art, perfumes, factory, and chateau that ends in our exclusive showroom. Our tour guide is very informative; she provides an overview of Grasse, the perfume industry as well as MOLINARD philosophy. Our visitors really learn something interesting about our treasures.

We have also our “tarinologie” course which we created in 1993… You can make your own perfume in the lovely Villa Habanita and get the diploma!!! Nice, interesting and play activity.

Perfume is in the DNA of your family, is it nature or nurture?

Jean-Pierre Lerouge-Benard: With five generations of the same family, we can of course speak of DNA!!! Like Habanita, my generation has its own personality… and if my daughters are with MOLINARD, it is because they made their own choice. I will say it is both, nature and of course nurture.
 


What was the origin of Parfume de Habanita, perhaps one of the greatest fragrances of the 20th century?

Jean-Pierre Lerouge-Benard: I could write a whole book about Habanita… It was first introduced in 1921 as an extract to…flavour the cigarette!!! But as this fragrance was so well-accepted, women asked MOLINARD to make a real perfume of it. It became the “Habanita perfume” in 1924 with the women's liberation, “les garçonnes” and the tango en vogue in Cuba. Habanita means “little Havana.”

Speaking of DNA, immediately upon meeting me, you "knew" I wore Habanita for many years. It is a part of my maternal family’s legacy. How would you define the woman who wears Habanita?

Jean-Pierre Lerouge-Benard: Ohhhh! Parfume de Habanita?! For me Habanita is a kind of mystery, a miracle. Can you believe that this fragrance was created in 1921 and it is still “en vogue?” You know, many perfumes need a lot of publicity to live! MOLINARD does not invest in publicity; it is only its reputation which makes Habanita a treasured perfume.

The Habanita woman? She has a strong personality yet she is very feminine; an exceptional woman, (by the way she can be a blonde, a redhead or a brunette) but the main point is that she unique…herself! I know women like you who wear Habanita as their mother and mother’s mother did. This is part of the Habanita mystique. 

I will tell you something I never said before about Habanita. I grew up during a time when women wore discreet perfumes, so at first, I wasn’t so sure that I liked it, but now I think highly of this fragrance … you see, nobody is perfect!!!

What fragrance did your mother love the best?

Jean-Pierre Lerouge-Benard: My mother was a perfumer’s wife; she (her whole life) had to try every month new fragrances… so she never had her own perfume.


Did you always know you would be in the family business? At what age did you discover fragrance was YOUR passion?

Jean-Pierre Lerouge-Benard: I never had the idea do be in another industry other than perfumery. When I was seven, the workers of our factory made me a special gift for Christmas. It was a little alembic. I remember I soon began to distillate flowers and plants of our garden, the result was not too great but I was really excited and made my parents proud! 

(Writer’s note: an alembic is an apparatus used to make perfume)


Molinard created "Concreta." Please explain what these are.

Jean-Pierre Lerouge-Benard: Concreta was created and patented in 1920 with the real wax of flowers.

September 1938 in the US magazine Toilet Requisites, MOLINARD placed an advertisement: “Concreta Perfume, the genuine wax of the flowers used directly as perfume.” In 2009 Concreta is still a lovely and glamorous MOLINARD specialty.


Please describe the raison d’etre for the major groupings of Molinard fragrance: Les Fleur, Les Fruits, Les Orientaux, Les Parfums de Molinard and the Habanita collection? 

Jean-Pierre Lerouge-Benard: We call these “La collection parfumée” and they were re-created in 2007, and comprise many of the very first MOLINARD specialities.

These different groupings are an authentic yet contemporary version of our legacy. You can even mix two or three of these fragrances to make your own personal scent. Be creative and custom-blend fragrances that enhance your unique chemistry.

Which of the Molinard fragrances was the most difficult/complex to formulate?

Jean-Pierre Lerouge-Benard: I would say first Habanita, then MOLINARD de MOLINARD, Chypre d’Orient and our new fragrance that I will announce later in the interview!

The House has been part of two centuries of history, please share what Molinard did during the Second World War?

Jean-Pierre Lerouge-Benard: World War II was a very difficult period in France and of course in Grasse; perfume was not an essential to survival so the activity was very low. Nevertheless in 1940, MOLINARD was creative and helped the soldiers to be in fine spirit by selling our perfumes to the families of war prisoners at very low prices; they were called “le colis du prisonnier” with soap, cologne and Rasoline, a legendary shaving creme from Grasse, based on sweet almond oil.

What is the one Molinard fragrance that should be in every woman’s fragrance wardrobe?

Jean-Pierre Lerouge-Benard: I recommend for every woman’s fragrance wardrobe one of the following: MOLINARD de MOLINARD, Nirmala, Tendre Friandise, Chypre d’Orient, Eau de Citrus or our new women’s fragrance. 

For the very few extraordinary women? Habanita …bien sûr!


Every man’s?

Jean-Pierre Lerouge-Benard: For men: either Molinard I, II, and III, Rafale, Eau de Citrus, Teck and soon we will introduce Campus, a new men’s fragrance.

What are your thoughts on "sharing" fragrances. For example, I know a very rugged  and burly man who wears Habanita. This is relatively a new concept in our culture. 

Jean-Pierre Lerouge-Benard: I know too some men wearing Habanita; it sets them apart. 

Sharing fragrances is (for me) not a concept; it is a tendency, a liberty or equality between man and woman!! Don’t forget men wore jewellery, wigs and pumps during Louis XIV’s time. Women have been wearing shirts and trousers since the 1930’s.

Why not sharing perfumes during the 21 century?

Jean-Pierre Lerouge-Benard: MOLINARD fragrances to be shared: Vanilla, Patchouly, Cologne France, Eau de Citrus, Rafale, Teck, Homme I, II, III and Musk.
This is “un question de gout.”

This is the year that we can sing "Happy 160th Birthday!" Is there a celebration planned?

Jean-Pierre Lerouge-Benard: Thank you to wish us a “Happy Birthday…"

In this dark crisis period, we try to cheer up and we introduce our 160 eau de parfum. Its sensual floral green and light musky note will give the woman “la joie de vivre” in the black gala bottle decorated with beautiful SWAROVSKI crystal elements. 160 may become the timeless and ultimate perfume that will please women for "the next 160 years…" 


Here in Grasse, in May, the Month of the Rose, the French Rosiériste George Delbard, created in 2008 the magnificent Rose de MOLINARD.

So in May, for this special Anniversary, we will have an open door day in our garden with local journalists, partners and commercial friends, inviting then for a special anniversary event. Please join us.


Parfums MOLINARD  web site : www.molinard.com

60 bd. Victor Hugo  
tel 00.33.4.93.36.01.62

06130 GRASSE, France 
fax 00.33.4.93.36.03.91
 
 

Acknowledgements: to Ms. Sabine Hernandez for her help. Et merci Monsieur Jean-Pierre Lerouge-Benard.

Author: Michelyn Camen
Michelyn Camen is a New York City based Fragrance Specialist and a Contributor to Fragrantica. In addition, she is the Fragrance Columnist/Diversions for http://www.uptownsocial.net.

Michelyn is the former Senior Contributing Writer for Sniffapalooza Magazine, New in Niche Columnist for Basenotes and Editorial Director/Fragrance Editor for Beauty News NYC & LA

Ms. Camen provides personalized fragrance consultations based on body chemistry, psychology, fashion and lifestyle and is a consultant for luxury perfumers and fragrance companies. She may be contacted @ fifthsensenyc@aol.com