The city now has its own local equivalent to ‘Made in France’ — Grasse expertise — which was launched in the world capital of perfume in June. From cultivators of flowers to perfumers, manufacturers, designers, teachers and researchers, Grasse and its nearby neighbours have a unique and combined expertise in the field of fragrance.
Now they have their own label, which reflects the heritage of the community with a stylised drop of perfume.
“The perfume industries are the DNA of the Pays de Grasse,” said Mayor Jérôme Viaud, who presented the new brand, “and we are very proud of that. [The Grasse Expertise label] stands for excellence and international renown.”
The perfume industry is the largest employer in Grasse and the surrounding area with an estimated 5,000 jobs for 110 companies. Total sales in 2016 amounted to 2.4 billion euros. A new cultivation zone for plants and the recent move of two of the most important luxury perfume houses in France back to the city shows how increasingly aware Grasse has become of its traditions. 13 companies have jointly developed the concept of the brand including Perfumeries Fragonard and the Robertet Group as well as the University of Nice Côte d’Azur.
Among its goals of promotion, the label hopes to attract more companies and partners, create new jobs and assist the affiliated industries in facing the challenges of the 21st century together.
Those who want to become a member must suit three criteria: to be based in the historical area of perfume production; to work on the continuous development of savoir-faire and education; and finally to support local producers of plants and flowers.