The creation of a fragrance is always a personal endeavor…one that requires soul-searching and a deep connection to brand. Brochu Walker is Karine Dubner’s passion, her life’s work, so we wanted to share the making of our first fragrance, Morning Light, in her words, through her lens.
What inspired you to launch a fragrance?
For those that have an interest in astrology, Taurus embodies the five senses. A Taurus filters life through the perspective of touch, taste, sight, smell, and sound.
When I opened our first store in Carmel-by-the-Sea, I was finally able to bring to life the touch, sight, and sound elements of Brochu Walker, but I felt that not having ‘A’ scent was a void. I was born in France, a place where ‘le parfum’ is a way to define yourself, a personal signature and I realized that for the Brochu Walker brand experience to be complete, it needed a signature as well.
The warm glow of dawn cascading across fields of lavender in the South of France. A vivid memory of Karine Dubner’s birthplace and childhood.
How does one go about launching a fragrance?
The first step is finding the right partner. I was lucky enough to meet the amazing team behind the fragrance house, Firmenich. There was an immediate connection. To expose the inner life of your brand and yourself, there must be trust. This is an emotional process that requires a leap of faith.
Morning Light is comprised of some of the most luxurious ingredients in the world.
What is the process behind creating a fragrance?
The first step was to identify the scents I love. Firmenich helped me uncover the memories I cherished. I grew up in the South of France, near the sea…a time that shaped me, filled with scent memories like lavender, citrus and the scent of the seaside breeze.
Then I worked with Gil Clavien, one of their master perfumers, who felt elements of luxuriousness, brightness and ease, part of Brochu Walker’s DNA, were important to replicate. We explored various fragrance notes and ultimately chose iris, one of the most expensive and luxurious ingredients, cedrat for a citrus, happy note, cardamon, as an unexpected, spicy touch and lavender for serenity and comfort. Gil really captured the essence of BW. The actual development process took over a year! This was a journey for me…a very emotional journey.
Why did you choose the name, Morning Light?
I must have thought of a thousand names. I asked my co-workers, I started paying attention to adjectives, first names, destinations and ultimately how the scent made me feel. Then I had my ‘ah-ha’ moment.
In Carmel-by-the-Sea, by Carmel Point, I love to walk on the beach. There is a magical morning light, a soft pink glow, a hue that combines ocean mist, sunrays and sand that feels otherworldly.
My love of Brochu Walker’s soft, neutral palette, combined with what mornings mean to me…optimism, an embrace of a new day…it just all naturally connected.
Morning in Carmel-by-the-Sea was a place of inspiration for Karine, and the filming location for the Morning Light video campaign.
What did you want Morning Light to evoke?
Mornings are my favorite time of the day. There is an optimism I feel as I set out to conquer each new day. Mornings evoke feelings of happiness, they uplift me. There is also a softness in the morning glow that allows me to ease into my day. Morning Light truly embodies this.
It is my hope that Morning Light brings Brochu Walker to life in a new way and that our customers feel as connected as I do.
Our Morning List campaign, shot in Carmel-By-The-Sea and Big Sur, California is a special project and a labor of love. The cinematic experience is intended to communicate the emotional essence of the fragrance.
Talent: Megan Puleri / Director of Photography: Jeffrey Vogeding / Drone Footage: Glen McDowell.