Louis Vuitton New Fragrance by Juice Cleanses

Louis Vuitton New Fragrance by Juice Cleanses

One last afternoon, the master perfumer of Louis Vuitton, Jacques Cavallier Belletrud, visited an institution in Los Angeles for the initial time: the Erewhon Market. His friend and creative collaborator, artist Alex Israel, had been trying to convince Belletrud to visit the high-end supermarket chain for the past three year, and finally The nose, based in Grasse, France, paid a visit. “I bought several cosmetics that I used this morning, I haven’t seen the effects yet,” Belletrud, 61, told me. “But the smoothies are very good, I must say. Fantastic.”

The perfumer stood next to Israel at a private residence in Malibu and delivered a speech at the launch of his new collaboration, a Louis Vuitton cologne fragrance called Pacific coolness.

The lively fragrance, which spins with bright notes of carrot, orange and blackcurrant, is one of four Louis Vuitton fragrances that Belletrud and Israel have co-created: Belletrud naturally takes care of the potion, while Israel is responsible for the optics. For the last four year, they have been creating perfumes inspired by different facets of Los Angeles. But Pacific coolness is the initial fragrance directly linked to the holistic wellness culture that is so essential to a Los Angeles lifestyle.

“We met for brakfast at the Beverly Hills Hotel the morning before the launch of our recent fragrance, City of Star, and discussed how much we love green juice and how great this product is, which is very easy to find in Los Angeles,” Israel said. “The wellness culture defines Los Angeles to a large extent.”

The launch event of the Vuitton perfume on May 17th celebrated an alternative healthy lifestyle with activities such as private Reiki sessions, meditative breathing workshops and a sound bath, all on the lawn of a modernist house, which made Chrishell Stause say: “Well, isn’t it beautiful?Miranda Kerr and Jasmine Tookes stopped by to watch the activation, as well as Rihanna’s best friend Melissa Forde and stylist ade Samuel. A group of influencer took selfies in front of the sapphire and green bottle located among groups of moss on mirrored columns.

The waves of the Pacific Ocean rippled in the distance as I sat down with Belletrud to talk about the perfume. The packaging is decorated with Israel’s painting based on the memory of his favorite hike in Los Angeles, Paseo Miramar in Pacific Palisades.

“This area inspires me,” the perfumer said before returning to this Detoxifying Smoothie, another source of inspiration. “I drank this smoothie every day for four days and the taste gave me energy in a simple way. I’m trying to live the Los Angeles way of well-being, but I’m French,” he added with a sigh and a laugh. (As a reminder, he quit smoking seven year ago.) But a holistic lifestyle does not stop eating well and participating in a juice cleanse from time to time, Belletrud is quick to point out. This is another key to the idea of Pacific coolness: “Maybe it’s time to be less extreme and listen to our body, take care of ourselves and other.”

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