Dive into the world of JUSBOX Perfumes, where sound and scent blend seamlessly to create an unforgettable sensory experience. In this insightful talk, founders & creators ANDREA and CHIARA VALDO share how their love for music inspired a groundbreaking fragrance concept that brings artistic perfumery to life. From celebrating the iconic Studio 54 with their latest release to navigating sustainability in a complex industry, discover the passion and process that set JUSBOX apart in the perfume industry landscape.
Andrea & Chiara, Jusbox’s unique concept merges music and fragrance in a powerful way. Could you tell us how the brand came about and how this fusion of scent and melody was envisioned?
The project was born from the desire to bring the customers closer to artistic perfumery world, which, for those who are not connoisseurs, may seem like a distant, technical and complicated universe. The idea behind the birth of the brand is precisely to combine two very similar worlds and talk about perfume through music. The use of a familiar language makes the perfume simpler and more understandable by combining the musical experience with the olfactory one.
How did you select the music icons and genres that inspire each Jusbox fragrance, and what is the creative process like when transforming a musical genre or icon into a fragrance?
We selected the music we love, the icons and the genres that accompanied us in all our loves. Artists and types of music that were important for generations, that created styles, trends, way of dressing and behave. We try to describe olfactively the places where they played, the important messages they spread but more important the felling and emotions all kind of music were bringing.
Collaboration with renowned perfumers defines Jusbox. Could you share the process behind your latest release, FIFTY FOUR, with Julien Rasquinet and The Perfume Guy?
We wanted to remember an incredible place Studio 54 in NYC, the crazy nights, the sense of freedom, the inclusiveness and the transgression but at the same time we wanted to make it modern as if that energy were present today, as if a voice were telling us: dust off your dancing shoes it’s time to get back on track! Patchouli is the predominant note, a very widespread olfactory note in the perfumes of the time, deep and mysterious, the transgression is given by an intoxicating combination of pina colada and tobacco while the spicier and sexy part is provided by cinnamon and cardamom, it ends up with sweeter and “creamier” effects of chocolate, vanilla and sandalwood.
The collaboration was a fantastic creative journey; the feeling and the experience of all of us were well melted and the final result was a qualitative, intense and addictive fragrance.
How does Jusbox balance natural and synthetic ingredients while addressing growing consumer concerns around sustainability and ethical sourcing?
We work with important companies (like IFF, CPL) and we share the same values in term of both sustainability and ethical sourcing; here is the common view and statement:
“Our supply chain is broad and complex – from raw material sourcing to manufacturing, quality assurance, regulatory compliance and distribution. We source thousands of ingredients from suppliers around the world and are committed to doing so responsibly. Through innovation, collaboration and industry leadership, we work to continuously improve the strength, transparency, traceability and diversity of our supply chain in order to provide our customers with consistent quality products while helping them achieve their own sustainability goals.”
What is your view on the current state of the niche perfume industry? In a crowded market with so many new brands and scents each year, how does Jusbox distinguish itself?
We think we can’t talk about niche perfumery anymore; many brands were acquired by big companies, a lot of small brands were born with the only claim “copy to sell”.
Jusbox is one of the few artistic brands still authentic in the market. Our distinguish points are: strong image and concept, investing in quality especially of the raw materials, the fragrances; selected distribution but more important the story telling and the multisensorial experience we offer the customer.
What mark would Jusbox like to leave in history?
Jusbox is the first brand in the perfume industry totally inspired by music, we created the first fluorescent bottle of the perfume world but most important: we created a new way to present the fragrances thru “the olfactive jukebox” , where emotions and form of art merge to deliver an unique multisensorial experience.
In 2 or 3 words, how would you define perfume?
Magical experience, a journey into emotions.
Thank you, Andrea & Chiara, for your time and for sharing valuable insights with us. Would you like to add something before we wrap up?
Yes we would like to invite everybody to have the full Jusbox experience in our flagship store in Milan in the heart of fashion district at via Della Spiga, 1.
Check out Juliette has a gun: https://www.jusboxperfumes.com
(images cortesy of Jusbox)
