We get up close and personal with Henry Jacque’s CEO Anne-Lise Cremona as she reveals the insider tale behind the new Clic-Clac, the Maison’s inimitable perfume creation for the times.
Christened with a moniker that echoes the chic “click-clack” sound as one opens and closes the olfactive objet, Clic-Clac is truly precious and unparalleled. It captures the imagination, is charged with innovation, and possesses influence and intimacy simultaneously. Anne-Lise Cremona tells us the full story.
How was the idea of Clic-Clac ignited and how does it complete the Henry Jacques fragrance trilogy?
About the trilogy, we need to go back to the initial spirit of our 50 Classiques collection: The Art of Living. I wish to share the history of Henry Jacques with this collection while creating a lifestyle of utmost refinement. The wide spectrum of this collection is unique, and the concept of creating and owning your personal olfactive wardrobe naturally emerges. To this we added the idea of having different interpretations for each perfume—this is what the trilogy is today.
We started with the essences which are skin perfumes—very concentrated, intense but also very delicate. With the essences, we have brought back the French tradition of wearing a few drops of perfume on your skin. I particularly love the subtlety. The sprays came later, and this is also a revolution. It is a very personal interpretation of what spray perfumes can be. The convertible flacons present the softness and delicate side of the perfumes. The brumes highlight the different notes, and they are a true complement to the essences.
A third interpretation was lacking to complete this trilogy. We wanted something truly modern that could accompany us all day. I wanted our perfumes to “get out” of our homes and this is how the art of living can be seen and shared with other people. Clic-Clac and its interchangeable solid perfumes capsules are the answer to this longing, and this needs to live with our perfume wardrobe.
We imagined, Artistic Director Christophe (Tollemer) and me, a very beautiful object of daily life—mysterious, unforgettable, and slightly “snobbish”. An object that gives the user a sense of allure, style, and a sense of power. We lacked in our times objects of panache that would define us as a person and a unique individual.
This required, of course, the resurrection of our precious balms that we had been working on in the past for special orders. This base is entirely natural. In my view, they are modern, without alcohol, sensual and so convenient.
Swiss watchmaking expertise was enlisted to engineer the revolutionary Clic-Clac — tell us more.
Clic-Clac was a true technical challenge. Christophe had a very precise idea of its size, shape, weight, and thickness—the way it would fit in one’s hands. No compromise was possible.
It also needed to host interchangeable capsules, so it was a very long journey. Very rapidly and naturally, we looked into the Swiss watchmaking industry which had the unique expertise to overcome such complications with such a high level of exigences. Even after this decision, things were not simple and it required several brains, eyes, and many partners to finalise this unique object. This brought us ultimately to an invention patent which we are very proud of.
Material-wise, we wanted the best and variety but also, something modern and new. Carbon, grade 5 titanium, and gold were the obvious first choices. I love this blend of modern, contemporary design, alongside history, the strength of materials, and delicacy of the balms.
Why did it take four years to fully develop Clic-Clac?
Because very simply, it is a pure creation from the concept to the object. We had to imagine, dream, and create the concept till the very end of this ideal. This was a beautiful life lesson of patience and perseverance. Never let go, believe and push away fear.
Any special reason for Clic-Clac to feature the Henry Jacques 50 Les Classiques scents?
We had to find a definite number for this collection. One of the great challenges, since I took over Henry Jacques, was to select the most beautiful creations of the Maison. Several decades of bespoke perfume creation translate to thousands of trials and extraordinary creations. Some were engraved in my memory, and I found that through the creation of this collection, it is a rich representation of all our family history. I love them all. They have their own unique personality and each contributes to the art of living that we envisioned.
Was it a great challenge to maintain the integrity of the Les Classiques scents in solid form from a liquid formulation?
This is an excellent question. Many would think that the greatest challenge was the object. There is nevertheless another one in translating 50 perfumes in a different interpretation. Each perfume has been subjected to multiple tests and subtle adjustments—in how to find the ideal formulas for the perfect texture while maintaining the perfumes’ integrity.
In creating Clic-Clac, what is the secret of juxtaposing ancient tradition with modern-day technical know-how and materials?
We are an Haute Parfumerie House because like the French tradition of Haute Couture, we make the link between the know-how, excellence, innovation, and modernity. The respect for tradition is particularly important for me, especially when it reflects an experience that has remained through time. It is crucial to be able to preserve the past and project ourselves in the future. When we can do it, when we have such a patrimony, it is a very subtle exercise.
To this, we add our vision of the future. We must then understand what has been done, the needs, and the new technics of our time and understand them to adapt them to today’s lifestyle. Clic-Clac is the perfect representation of this paradox—the past and the future, the modern techniques and ancestral know-how. This is a rare and precious marriage.
Clic-Clac is a luxury object and lucky charm, yet its discreet design allows it to multitask as an everyday contemporary accessory. What makes Clic-Clac so unique and precious in enhancing one’s identity?
Your question perfectly sums up what Clic-Clac is, thank you. It is what I like the most about this object. I find it fascinating, and mysterious while it remains addictive. Those who look at it are hypnotised and those who wear it need it dearly. It very quickly becomes indispensable in one’s daily life. To this, we add the power of perfumes to our emotions.
To me, the Clic-Clac is the most innovative object these days. Perfume is assimilated into the very exclusive club of luxury accessories in one’s daily life, and on top of this, it provides the user with a sense of allure and style. It is already indispensable because as I like to say, it is “food for the soul” that we all need nowadays. I feel stronger when I am with my Clic-Clac — it comforts me… it is my companion.
As a perfume legend’s scion, can you share your father’s most valuable advice? And how do you envision the Maison’s future going forward into the 21st century as CEO of Henry Jacques?
My father has taught me to reach for my dreams. He is a great idealist, he lived his dreams and his projects nourished him. He always trusted me, and this is my great source of strength. I am never afraid to push back the limits of creation. I think this is possible and this is already a great step toward success.
He also taught me to love and respect people and cultures. Perfume is above all earth and travels. Regarding the future, I have to say that I am already very satisfied to bring Henry Jacques toward innovation. I am also satisfied to have been able to show that great perfumery still exists and that it is possible, despite the obstacles within the industry, to present and offer it.
How does a brand like Henry Jacques stay relevant and essential in enriching one’s life in an increasingly digitalised world?
Through our sense of power and our emotions which are more than ever necessary in our life. It brings us back to our roots; let’s not forget that the olfactive memory is the strongest of all. It takes us back to who we really are, especially in this digital age when we are overconsumed by digitalisation. A brand like ours can create the balance necessary for life. I believe that our mission as a brand goes beyond the simple object of luxury.
What is the most important element in fanning the spirit of creativity and innovation at Henry Jacques?
Curiosity is above all, a great sensitivity; travels; an open mind to others and the world. As for me, the main motivation is to work with people that I love and trust while having a bit of fun too. Christophe and I develop this spirit—a happiness in creating and going further that fills our lives.
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