In September, 2016, seventy years after its last perfume, the malletier took up with the perfume shop by launching a collection of seven feminine fragrances, under the leadership of Jacques Cavallier Belletrud, named master perfumer of Louis Vuitton in 2012. A line of perfume which the house makes grow on one and a half year later with « Le jour se lève » .
Built around the mandarin, this new fragrance launched on March 15th in a selection of stores Louis Vuitton (which counts in quite 250 shops in the world), as well as on its online shop. Jacques Cavallier Belletrud describes the mandarin as a wonderful citrus fruit because she allows to spread at the same time the optimism of the fruit, the freshness of the zest as well as the floral aspect of the orange tree. In addition, this hespéridée note avoids the references to the architectures of Cologne, contrary to the other citrus, he added the jasmine sambac stemming from China in this olfactive construction.
Master perfumer was not chosen at random by the house Louis Vuitton to mark his entrance to the universe of the perfume shop. His father was himself a perfumer and it is by his side that he learnt the rudiments of the olfactive world. After the obtaining of his high school diploma, Jacques Cavallier-Belletrud began to work in a factory in Grasse where he learnt to distil flowers. Hardly 18 years old, he made his first formula. Nevertheless, took time he and of the experience to arrive at the talent which he has today.
To make Le jour se lève, Jacques Cavallier-Belletrud was inspired by the sunrise. Indeed, for him, it is a question a precious moment which reveals the best of the nature. The dawn seems to be the moment when everything is still possible. It is a question from the moment when the first rays of sunshine illuminate the still fresh and pure nature. In a general way, Le jour se lève is a fresh, romantic and very positive perfume. Little by little, Le jour se lève becomes warmer, as if the first lights of the sun made the barometer rise. It ends finally with the sensualism of the musk.