Obvious, a new concept in sustainable luxury

Niche perfumery label Différentes Latitudes launches a new eco-responsible range with a cork cap from beauty packaging manufacturer and distributor Quadpack.
French perfumer David Frossard had a revelation during a trip to India a few years ago. Tired of the city, he took a rickshaw to the beach to enjoy nature, but was disappointed when he reached the seashore, covered in plastic and garbage. "It became clear to me that, if my job was to create beautiful, high-end perfumes, their impact on nature had to be as minimal as possible," he recalls.
Obvious is the new launch by Différentes Latitudes, Frossard's niche perfumery label, which ventures into the promising field of luxury fragrances. Launched in November after a successful participatory financing campaign, the Obvious range offers seven fragrances. From the ingredients to the outer packaging, everything has been meticulously designed to avoid waste: the formula with organic, biodegradable alcohol, the box made of FSC™-certified paper and cotton, the recyclable bottle containing 30 % of recycled glass and the Quadpack cork single-material cap, sourced from sustainable forests. "The impact of the cap says a lot about the product: it's new, trendy, natural and modern all at the same time," he says.
Made entirely in Europe, the Obvious range was created for what Frossard calls "European style". "Today, the luxury perfume market caters mainly to high-end customers in America, Asia and the Middle East, in terms of price positioning and marketing. I wanted a product that would reconnect with Europe," he explains.
Initially sold through the Ulule crowdfunding platform, the new range has adapted to the "new normal": customers can receive samples of the seven fragrances at home, choose their favorite, then have the bottle delivered. The in-store experience is also possible: Différentes Latitudes has a perfume bar in Paris.