Obvious: Keeping it Simple

David Frossard, niche master behind the development of French perfume brands such as Frapin and Liquides Imaginaires, through the company Différentes Latitudes, launched at the end of 2020 a new line called Obvious, with seven fragrances that are simple, direct, and environmentally responsible.

Obvious: Keeping It Simple

Sustainability and affordable prices are the key elements of the Obvious concept. The fragrances are not meant to be revolutionary; they just want you to feel good and not spend all your money on a bottle. 100ml of eau de parfum cost 110 EUR. All the fragrances are based on a single note, and the names reflect exactly that choice. The seven scents were created by perfumers Amélie Bourgeois and Anne-Sophie Behaghel from Flair Studio, Paris. They are made in Grasse, France, focusing on natural ingredients, but adding synthetics. Each fragrance is centered on a note that is enhanced and embellished: Un Bois, Un Musc, Un Patchouli, Un Poivre, Une Fleur d\’Oranger, Une Rose, and Une Vanille.

Obvious: Keeping It Simple

“Today, the luxury industry cannot ignore the need to protect our planet. Beauty lies in simplicity. A beautiful perfume needs no explanation, wearing it is an obvious choice. A fragrance is chosen to be in harmony with the wearer. This is what makes it beautiful to others. Obvious is beautiful and good for you, others, and the planet”, says the brand. As for the conscious approach, they say, “we have opted to use environmentally responsible raw materials when at all possible. Whether in the essences, in which we prefer natural ingredients to synthetic alternatives, in our organic alcohol for the dilution process, in the bottle made of recycled and recyclable glass, in the cork tops made from wine cork production offshoots (without plastic inserts), or, naturally, in the external packaging which is entirely made of recyclable paper and no cellophane. We are offering a perfume at a fair price that supports a production chain of suppliers who are committed to a sustainable development approach despite demand still being so low in the luxury sector. Our suppliers are selected with the utmost care, and we promote short supply chains.”

Obvious: Keeping It Simple

Obvious: Keeping It Simple

Obvious UNE VANILLE

TOP NOTES: Tonka bean absolute from Venezuela
HEART NOTES: Black vanilla absolute from Madagascar
BASE NOTES: Globalide, Muscenone (clean macrocyclic musks)

Obvious: Keeping It Simple

Obvious UNE ROSE

TOP NOTES: Italian Bergamot Essence, Florida Grapefruit Essence, Mexican Yellow Tangerine Essence
HEART NOTES: Bulgarian Rose alcoholate, Egyptian Geranium Essence
BASE NOTES: Indian Pink Pepper Extract, Indian Cardamom Essence

Obvious: Keeping It Simple

Obvious UNE FLEUR D\’ORANGER

TOP NOTES: Mandora Essence from Cyprus, Italian Bergamot Essence, Orange Bigarade Essence from Spain, Sweet Orange Essence from Spain
HEART NOTES: Petitgrain Essence from Paraguay, Petitgrain Lemon Tree Essence, Tunisian Neroli Essence
BASE NOTES: Madagascar Ginger Essence, Orange Blossom Absolute from Tunisia

Obvious: Keeping It Simple

Obvious UN POIVRE

TOP NOTES: Indian Black Pepper Essence, Indian Pink Pepper Extract, French Caraway Essence
HEART NOTES: Egyptian Violet Leaf Absolute, Madagascar Ginger Essence, Ceylon Cinnamon Essence
BASE NOTES: Indian Amyris Essence, Haitian Vetiver Essence

Obvious: Keeping It Simple

Obvious UN PATCHOULI

TOP NOTES: Tonka Bean Absolute from Venezuela
HEART NOTES: Pure Patchouli Essence from Indonesia, Virginia Cedar Wood Essence, Australian Sandalwood Essence
BASE NOTES: Tolu Balm of Peru, Moroccan Cade Wood Essence

Obvious: Keeping It Simple

Obvious UN MUSC

TOP NOTES: Italian Bergamot Essence, Madagascar Ginger Essence
HEART NOTES: Indian Amyris Essence, Haitian Vetiver Essence, Iranian Galbanum Essence
BASE NOTES: Globalide, Helvetolide, Ambrettolide, Muscenone (clean macrocyclic musks)

Obvious: Keeping It Simple

Obvious UN BOIS

TOP NOTES: Italian Bergamot, Asian Black Pepper Essence
HEART NOTES: Ambroxan (Sage Isolate), Virginia Cedar Wood Essence
BASE NOTES: Indian Papyrus Wood, Malaysian Gurjum Balm Essence, Haitian Vetiver Essence

Obvious is sold in Paris at perfume bar Liquides (owned by Différentes Latitudes) and Le Bon Marché, as well as in several perfume shops in France, Monaco, Belgium, and the USA, as well as online.

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