Sasha Huang
- Jul 9, 2023

BAOBAB Creative Director & Marketing Vice President, Corinne Bensahel On Storytelling With Scent

INTERVIEW

BAOBAB is a name that could not be more familiar to scents and fragrance enthusiasts all around the world. Since its establishment in 2002, the Belgian brand has become a staple in luxury and aesthetics interior design. Its collections often drew inspirations from African lands, artfully presenting its innovation in creation of olfactory while paying homage to the artistic heritage of its craftsmanship.

As the creative director and marketing vice president of BAOBAB, Corinne Bensahel, tells us, “The success of a fragrance is definitely made of an intensive work and the talent of our perfumers to translate into a perfume a story telling we are carefully writing”. Every collection and product is intricately designed to capture a unique story, a feeling and an atmosphere. From All Seasons Collection to Pearls Collection and its newest collection Elementos, BAOBAB is here to bring an exquisite vibrance to your space. Today, Corinne Bensahel sits down to share her stories with BAOBAB and to give an insight to the brands ongoing success.

All imagery courtesy of BAOBAB Collection.

1. How would you define success in fragrance and the brand?

The success of a fragrance is definitely made of an intensive work and the talent of our perfumers to translate into a perfume a story telling we are carefully writing. The success is also made by the quality of the ingredients and restitution of the perfumes for candles, diffusers and now body line.

2. What makes your brand different from other fragrance labels?

We are a house of home perfumes, it is our expertise. You can recognise this expertise in the quality of our product, we are artisans and all our candles are poured by hand. Then we have a second function, we are a beautiful object of decoration in multi sizes and highly recognizable (mouth blown glass with exclusive decor, gold and platine « serigraphy » to give few examples).

3. What are you inspired by?

Fashion and travels are the base of our inspiration. We love the beauty of the landscape, we love also artisans and history, we create oniric and olfactive travels.

“The success of a fragrance is definitely made of an intensive work and the talent of our perfumers to translate into a perfume a story telling we are carefully writing”

4. What do you look for when creating a new scent/perfume/fragrance?

First, I am writing the story. To give you an example when we created the Paris perfumes it was based on my own childhood. It was a recall of walking in Paris at spring time when the trees were starting to flourish… so it's a light floral and romantic perfume.

5. Can you share with us any upcoming launches?

For the next season we are inspired by African landscape and nature. The perfumes will be more focus on amazing extract like the ylang flower or the vetiver wood.

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Shop BAOBAB Collection's newest collection Elementos HERE.