Transparency from Industry to Consumers
How can consumers become educated and empowered through scent? For Bastille Parfums, integrating sustainability with transparency and innovation into their fragrance ethos is key.
Join us in unveiling their pioneering sustainable practices and insights into the brand's commitments, redefining the industry!
How does Bastille merge sustainability with creativity and innovation?
Since Bastille's inception, we have been committed to developing perfumes for a better world without compromising on creativity and emotion, what we call "olfactive freedom". In order to achieve this vision, we carefully choose partners who share the same vision and values.
We work hand in hand with them to find alternative ways to create the perfumes of tomorrow. With our perfumers, we have defined a list of specific criteria that must be met in our formulation (we formulate with 95% natural Ingredients) but within those parameters, our perfumers have "carte blanche" and complete freedom in terms of creation.
Another example is packaging, we have worked on ways to reduce our carbon footprint: we will soon forego our mounted boxes for components that can be shipped flat reducing the amount of empty space we ship before packing our bottles.
We strongly believe the constraints brought by the need to be more sustainable will foster creativity and innovation at many levels in the fragrance industry.
What does transparency mean for Bastille, and how do you think transparency can move the industry forward?
Transparency is one of our key values at Bastille. We believe that nowadays consumers have the right to know what they spray on their skin and what they actually smell. That’s why we disclose our list of ingredients and their provenance. We are also testing through an RFID pilot project, with our partner Avery Dennison, how to make it even more accessible to consumers with a simple scan of a QR code on our packaging.
The perfume industry has for a long time nurtured a certain opacity, hidden behind the "mystery of perfume", helped by the fact that fragrance is still considered as a trade secret. We believe that bringing transparency into the fragrance industry can only reinforce the trust between brands and their consumers, forcing changes within the industry. By initiating new practices we hope to be a driving force of change and inspire others to do the same.
How did the project with Avery Denison around RFID technology develop? What was the starting point for this innovative technology?
In recent years, consumer distrust of perfume has grown: lack of transparency about the ingredients used, and growing awareness of health and climate issues, are among the reasons for the popularity of natural fragrances.
Better informed, consumers expect tangible, verifiable commitments.
And the secretive, mysterious world of perfume is often at odds with their aspirations...
We wanted to address their concerns and go further in our commitment to transparency by offering them greater supply chain visibility.
Avery Denison, a global materials science and digital identification solutions company, came to us and presented us with their RFID technology (radio frequency identification) explaining how this could further support our promise of transparency.
We saw a real opportunity in this technology and decided to partner together on a pilot project. We started with Paradis Nuit and Pleine Lune, with each scent equipped with a unique RFID chip, containing unique information about this particular product. Coupled with the QR code, the information contained in the RFID label becomes accessible by scanning the QR code applied on the back of the packaging. Consumers can access everything they want to about the specific fragrance in their hands: sourcing, provenance, complete list of ingredients, manufacturing date, perfumer’s inspiration and so on...
By offering total traceability of ingredients and components, this project not only enhances transparency but also enables us to further educate and engage with consumers.
Does this addition to Bastille's innovative and sustainable commitments impact the creative processes?
Luckily, this technology does not impact the creative process of our perfumers!
We currently work with IFF perfumers and they benefit from a fantastic portfolio of natural ingredients (from IFF- LMR). They know how to master the formulation and play with natural ingredients and clean synthetics!
Bastille is a brand that is very outspoken about potential greenwashing marketing and the persisting myths on synthetic ingredients vs. naturally derived materials- what should consumers keep in mind when navigating the officially listed notes in a fragrance composition and its copy?
First, it’s important to understand that "natural" isn't inherently better and "synthetic" isn't automatically harmful. If looking for a natural fragrance consumers should pay attention to the actual percentage of natural ingredients. French Regulations for instance require a minimum of 95% natural ingredients for a fragrance to be called natural. Hence why some brands are requested to quote the % of natural ingredients but cannot claim that their fragrance is natural if that % is below 95%. Read carefully the ingredient list and try to spot any controversial ingredients such as BHT. Look out for third-party certifications. Is the brand claiming they are cruelty-free? Are they PETA- approved? Vegan, organic etc. Do they have certifications supporting their claims?
How does Bastille's ingredient sourcing process differentiate, considering its commitment to sustainability and transparency? Are there any key sourcing partners you often collaborate with?
We pay particular attention to the quality and selection of our natural and synthetic raw materials. The natural ingredients used in our perfumes come from all over the world.
Together with our perfumers, we choose exceptional natural ingredients, shaped by their terroirs, and the result of sustainable cultivation by the various producers.
Our partnership with IFF-LMR, a pioneer in natural and ethical sourcing of fragrance ingredients from around the world promoting sustainable agriculture is allowing us to integrate fair trade ingredients into our perfumes.
Since its foundation more than 30 years ago LMR Naturals by IFF has been developing long-term contracts with suppliers of raw materials.
Some provide “Fair for Life” certified ingredients.
It promotes an approach of Fair Trade that allows all producers and workers who are at a socio-economic disadvantage to access a wider range of social and economic benefits.
IFF-LMR also aims to improve the quality of life in farming communities and respects the human rights of workers around the world.
This can include investing in local infrastructure, education, and health care, as well as providing fair wages and working conditions.
Sustainability has also advanced in the industry to fragrance packaging- how does this commitment extend to Bastille's offering?
We opt for materials and designs that minimize environmental impact. Our packaging is made from FSCTM-certified paper, i.e. sourced from forests responsibly managed according to rigorous environmental, social and economic standards.
We don’t sell over-packaging or empty space. Our outer packaging is fitted to our bottles, reducing the amount of materials used. And we ensure that our production is local, by choosing packaging partners located in France or Europe never beyond.
To conclude the interview, we would love to hear your thoughts on what are the upcoming sustainable challenges and exciting innovations you are particularly looking at for the fragrance industry...
We are excited at Bastille by the upcoming years as the whole industry is shifting to more and more sustainable practices. Packaging suppliers are investigating new materials such lighter weight glass and refillable bottles, others are looking into mono-material caps for easier recycling.
Ingredient wise – we can expect to see a lot coming from biotechnology allowing for greener ingredient production, avoiding harming biodiversity.
The innovation journey has only started!