In this medieval town (Grasse, France) and its environs, which are sufficiently inland to be sheltered from the sea air, a confluence of soil, sun and temperature nurtured the rose, jasmine, lavender, myrtle, wild mimosa and other flowers that were the genesis of the French perfume industry in the 17th century. Grasse is especially known for its fragrant May rose, the pale pink flower that blooms in May, and jasmine. Both flowers are at the heart of more than a few famous fragrances, including Chanel’s breathtaking star, No. 5.
Perfumers in Grasse, along with those in the rest of the perfume world, have had to change with the times. Around the turn of the 20th century, a blast of new olfactory chemicals were discovered, though Grasse is known for natural botanical components.
From conversations with local perfume experts, I learned that flower production has been scaled back. Much of the land has simply become too expensive for farming.
Still, Grasse’s influence and relevance in the fragrance industry remains almost unmatched based on its history, the growers’ quality and the creative gifts of the perfumers who live here.
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