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Or the cashier stops the sale and says, “Somebody smells. I’ll have to smell each of you to tell who it is. The store’s top perfumer was Marc Chai, CEO and founder of Maison Francis Kurkdjian, but when you wear the brand’s hit Baccarat Rouge 540 Eau de Parfum, you might as well be.

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Meghan Markle; milk; Baccarat Rouge 540 Eau de Parfum: Somewhere in the past few years, perfume has become an entry point for potential.

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Category “Things people have strong opinions on”. TikTok is full of aromatic videos (currently 197.5 million views per user), usually tuned to the rhapsodic soundtrack of people using Carbone’s delicious rigatoni pasta or Mykonos sunsets – happiness, joy, uplift. Work it out

Reload, smd before the magic chaotic character appears thanks to Baccarat Rouge 540. “Rouge 540 Baccarat, smelled that money,” singer Kartel Dough sang on his 2020 single “Murda Murda”. Kacey Musgraves named this perfume as one of her favorites.

Christine Quinn told me, “She wears my hair. My neighbor wears it. I was like, “Ugh. I wore it first!” (Olivia Rodrigo also wears it).

Launched in 2014, Baccarat Rouge 540 didn’t immediately hit the jackpot. A limited edition for the 250th anniversary of the perfumed crystal brand in the lobby of New York’s Baccarat Hotel and Grand Salon, which the brand wants to create. It has now been named the fragrance of 2021 and is currently among the top 20 most popular fragrances in the world, many of which are produced by major fashion brands and endorsed by celebrities – unusually, Baccarat Rouge 540 does not. It’s also worth the price, with a 1.2-ounce fingertip selling for $195 (about $18 a spritz, Quinn says). TikToker Charles Gross calls it a “Cartier perfume bracelet – it’s expensive, but a lot of people have it.” Although it usually takes decades for something to be considered a classic, the buzz surrounding Baccarat Rouge 540 was so great that Linda Levy, president of the Fragrance Foundation, agrees that it entered the classic category earlier. “A classic fragrance is a fragrance that spans generations and continues to exist in a certain way over the years. [Baccarat Rouge 540] has evolved and will continue to evolve—it’s a classic.”

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It makes sense when you consider the fragrance’s creator, Francis Kurkjian. “The key ingredients of excellence are consistency, flexibility and timeliness,” he said via Zoom. If perfumery is like surfing, Kurkdjian is Kelly Slater: both have chiseled jaws and the ability to catch a wave perfectly. Kurkdjian did it again with hits like Elizabeth Arden’s Green Tea and Paul Gaultier’s Le Male. “Over the past 30 years, we’ve been influenced by the sweet halo,” says Kurkjian. and used only one sweet note in Baccarat Rouge 540: ethyl maltol, the strong ingredient that gives Baccarat Rouge 540 its musky undertone. It creates an addictive olfactory paradox, like a salty-sweet dessert.” Kurkjian says, “I wanted a perfume that was light and light weight at the same time.

Baccarat Rouge 540 is also an exercise in elegant minimalism. Most perfumes use as little as 0.2 or 0.4 percent of more than 20 ingredients; Baccarat Rouge 540 uses a lot. Kurkjian described it as “an overdose of everything”: “In Rouge Eau de Parfum, I put one of them at 12 percent, which no one else has done.” Like a classic bag, Baccarat Rouge 540 will last. The fragrance lingers beautifully and has what perfumers call a long “tail” – trailing behind. “When I put my jacket on, I spray it on myself and it always smells like baccarat. It doesn’t wear off like cheap perfumes; It’s unbelievable,” says Audrey Peters, a TikTok influencer known for her comedy videos. The strong scent is also why you can smell it everywhere. It also has unisex appeal. “It’s a fragrance that’s definitely marketed to both men and women,” says Gross. he says.

When asked about the secret to Baccarat Rouge 540, Kurkjian takes a deep breath and says, “It’s business.” But it was on purpose. “If you say to someone, ‘I like perfume’ or ‘You smell good,’ it’s a way of telling them they’re beautiful. There’s something very rewarding about being identified with a scent. Suddenly, your personality is revealed. So it’s a perfume that puts you on the cutting edge and shows your personality.” when will you find it? And then bingo.”

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Kathleen Howe Beauty Director. Prior to that, he held the same position at New York Magazine’s The Cut. It has appeared in public publications

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. She also founded a massive beauty charity project launched during the COVID-19 crisis, donating over 500,000 products to over 30,000 healthcare workers in over 500 hospitals.

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