A Museum of Perfume in São Paulo - Brazil - Perfume Story

A Museum of Perfume in São Paulo - Brazil

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A Museum of Perfume in São Paulo - Brazil
~ Opened within the Brazilian perfumery market growth ~


Booming of Brazilian perfumery market

The ESPAÇO PERFUME ARTE + HISTORIA was opened in January 2011.
The overall creator was O Boticario in partnership with FASM - Faculdades Santa Marcelina and Renata Ashcar, a world renowned specialist in perfumery, is the curator of this museum of perfume.
In addition to launching the book "BRASILESSÊNCIA" in 2001, a work that presents the culture of perfume in the world, she has annually published a guide book of perfume - "GUIA DE PERFUMES" (before presented in the article "Perfume Story"- 2010 Archives)
The foundation of ESPAÇO PERFUME ARTE + HISTORIA has as background, the significant growth of perfumery market in Brazil.
The Sales of the Brazilian perfumery market in 2010 was R$ 9,7bi (US$ 6bi) - exchange rate of May 5, 2011: US$1=R$1,65 - , an increase of 33% for the results of 2009 . An expected scenario but this way, Brazil surpassed the U.S. market becoming the first market in the world.
It is clear that the increase of domestic demand in Brazil is the main factor of this growth but in addition, the continuous appreciation of the Real currency due to the economic optimal phase of Brazil needs to be mentioned.


Museum of Perfume opened within booming of perfume market

As described above and confirming the dynamism of the perfumery market in Brazil, the museum was established in the district of Perdizes, west of São Paulo city.
Formerly a quiet and calm residential area but nowadays, in addition of the campus of FASM - Faculdades Santa Marcelina- one of the most traditional private university in São Paulo specialized in fashion and fine arts, there are several famous universities and high schools nearby and also TUCA theatre. The district offers a lot of bars and restaurants much enjoyed by young people, Perdizes became a very exciting area.

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(ESPAÇO PERFUME ARTE + HISTORIA)


Museum with abundant collection

Upon entering the museum, starting from the left side panels, exhibit is organized by age in timeline: from the 4000AC Egypt perfume to 800AC- 300DC Greek ones, following an exhibition of Arabian Empire Age pieces, the traditional Japanese incense ceremony (Kodo) is also mentioned with exposition of the "Tale of Genji" book.
From age 1400 to 1699, it is displayed the book which was the basis of the polemical film "Das Parfum - Die Geschichte eines Mörders" -Patrick Süskind -(presented in Perfume Story February 2011 Archives ) and the collection of 15 fragrances inspired in each chapter of this story.

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From 1700 ~ 1850 Madame de Pompadour is the main theme. Following the age, from 1700 ~ 1850 when the industry of perfumery was started and Lalique. From 1900〜1920 stood out Guerlain and Chanel No.5. From 1930 ~ 1940 it is shown the age of Schiparelli and Dior. In decade of 1950 is related the successful of U.S. perfumery and the effects of Marilyn Monroe. The appearance of The Beatles and Twiggy represent decade of 1960. 1970 is the era of women's power and also the launching of Chanel No.19 and the emergence of the hippie movement.
Decade of 1980 was characterized by strong competition in the sector of perfumery and the launch of the representative perfume: Poison. In 90's comes in trendy perfumes for women worldwide. Fragrances they are intended to convey the feminine softness, unisex use and simplicity feeling; colors became brighter and was introduced the smell of foods as base of the fragrance component. Issey Miyake, among others, stood out at this decade. Decade of 2000 was the era of perfumes that convey the feeling of urban, modern, metropolitan, celebrity-branded perfumes and fragrances focused on their images and styles. That is how the panels are exposed, always with the presentation of some of the most representative perfumes of the context at the end of each panel.

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Histoy of Perfume in Brazil

Until then, it is presented the history of perfume in the world. At the other side passage, into the right corner of the exhibition is on display the history of perfume market in Brazil. Perfume began to be produced in Brazil in 1940. Until then, soap was used by people as alternative of perfume. AVON arrived in 1959. In decade of 1960 Natura was founded; from 1970 ~1980 O Boticario was founded. Today, these 3 companies hold 60% of the share and it is possible to know how the Brazilian market has become in booming.


Logical and Substantial are the attraction

I have visited several museums of perfume around the world but there is not much places such as ESPAÇO PERFUME ARTE + HISTORIA where we can learn about the relevance of human history upon the culture of perfume in a time line, the exhibits by a logical and substantial presentation showing the "Raison d'etre" of perfumes and their deep relationship with the humanity.
People claim that 21st century will be the age of Brazil. If you are planning to visit Brazil, the country with expectation of being a world leader in the near future, I highly recommend that you take a time to visit ESPAÇO PERFUME ARTE + HISTORIA.


ESPAÇO PERFUME ARTE + HISTORIA
Address : Rua Dr. Emilio Ribas, 110
Perdizes - São Paulo - SP
Brazil

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This page contains a single entry by administer published on July 10, 2011 9:50 PM.

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