NEW: A Brief History of Bienaimé
Robert Bienaimé, a gifted perfumer, established his brand in 1935, following years of recognition for his talent and expertise. Mentored by Paul Parquet (famous for creating 'Fougere Royale', the first ever fern-inspired scent that used the synthetic note of Coumarin), he introduced revolutionary scents such as Quelques Fleurs, to enrich the olfactory repertoire of the house of Houbigant.
Assuming leadership after Parquet's passing in 1916, Bienaimé steered Parfumerie Houbigant until 1930, contributing significantly to the industry as president of the Syndicat National de la Parfumerie. His expertise extended to cosmetology and culminated in the launch of his own brand in 1935, featuring iconic fragrances such as Éveil and Fleurs d'Été.
Following Bienaimé's death in 1960, the brand lay dormant until Cécilia Mergui's revival in 2021. Merging her passion for Art Deco aesthetics with a commitment to environmental sustainability, Mergui's acquisition of the brand heralded its return. Emphasizing reusable and recyclable packaging, Mergui aimed to infuse modernity into Bienaimé's heritage, bridging past elegance with contemporary values.
Reimagining beauty through the lens of Art Deco, Bienaimé's revival evokes nostalgia whilst offering a sensory journey through timeless elegance. Each product is designed for longevity, reflecting an era when beauty was synonymous with enduring craftsmanship. Mergui's vision seeks to immortalize the charm of Bienaimé's creations, celebrating the essence of eternal beauty in a modern world.
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