Thursday, November 28th Cinquième Sens had the pleasure of welcoming two of the founders of the J.U.S. house: Brigitte Wormser and & Jean-Baptiste Roux came to talk about their journey during an Entreprenez conference. Behind J.US., there are three complementary personalities: Brigitte Wormser, Director of Olfaction, Thierry de Bashmakoff, Designer and Artistic Director, and Jean-Baptiste Roux, CEO.
The Maison J.U.S, which has existed as such for 5 years, widely distributes its perfumes worldwide.
A look back at the highlights of this talk.
A concept with a lead time
Originally conceived in 2016, the J.U.S (Unique Sensory Jewel) concept was born from the desire to rethink and disrupt the future of niche perfume. The brand’s DNA is already present through a first perfume project signed by Céline Ellena (currently marketed under the name SPRINGPOP). The packaging has been completely upcycled with reused glass bottles and a balled-up balloon design, while it is currently undergoing an industrialization process.
Since this initial phase, the Maison J.U.S has evolved based on values that remain its pillars.
Transparency with an open-source formula
As early as 2016, Céline Ellena proposed that the formula of her perfume be accessible to everyone and published it online in an open-source format. This is a major first! This is the case for all the perfumes of the brand at present.
J.U.S. emphasizes that it is the sourcing of the ingredients that creates the difference in the quality of the juices. This is the best way to counter the contamination that is very easy to implement via chromatography.
There was a real effort to move the boundaries of secrecy and obtain the approvals of the composition houses. The publication of the formulas is also a way to educate the consumer about the complexity of producing a perfume.
A wind of freedom in creation
Brigitte Wormser encourages each perfumer to draw from their personal creative universe. The perfumers who create for the Maison have carte blanche and can propose formulas that are close to their heart, and that sometimes lie dormant in their drawers. Thus J.U.S. has published the perfume GINGERLISE, originally created by Alexandra Carlin for a close friend.
The formulas are often short because they do not require any additions that would be dictated by marketing imperatives. The pop colors of the bottles and the desire to break with the classic codes of the niche make up part of the brand’s visual identity.
Eco-responsibility, upcycling and vintage
J.U.S. had the will to re-use vintage molds proposed by the glassmaker Waltersperger that have atypical shapes in the world of modern perfumery.
The packaging, the sourcing of materials and the manufacturing are 100% French. All the vials are refillable, including the 25 ml ones. The furniture for the POP displays and the pop-up scenography are mostly sourced from the Puces de Saint-Ouen, with a preference for the Pierre Paulin chairs from the 60s!
During this meeting, the participants were able to discover 5 of the best-selling perfumes, as well as the raw materials and combinations that define them: ICYFIZZ (Philippe Paparella) – SPRITZLOVE (Alexis Dadier) – ANDALUIZA (Pierre Gueros) – SPICYDELICE (Marine Ipert) – SEXYCRUCH (Aliénor Massenet).
