There are a few things in life that can stir up emotion and conjure memories the way a scent can. With our sense of smell being so powerful, it is no wonder people spend more that $12 billion annually on perfumes worldwide.
France ranks as the number one country in perfume exporting and is famous for producing popular scents like Chanel 5, Kenzo Parfums, and Yves Saint Laurent. What many people don’t know is that Italy is home to some of the oldest perfumeries in Europe; and not too far from the Spanish Steps here in Rome, is home to the perfume house PROFVMVM. Founded by the Durante family in 1996, they pride themselves in their exclusive line of unisex fragrances that area made from ingredients grown locally in Italy.
They produce 42 fragrances in all, and the process of creating just one luxe scent is a long one that can take up to 2 years. Their most popular fragrance is Acqua di Sale, and their older fragrances come in two sizes, small (50 Euros), and large (175 Euros). Their newest collection comes in only the large size at 190 Euros per bottle.
I had the pleasure of speaking with the shop attendants Mary and Cecilia, who gave me a deeper understanding into the world of perfumes. “It takes time to understand the perfume,” Cecilia told me. “When buying a fragrance, it’s best to try it on and let it sit for at least 10 mins.” I learned that with this particular brand of perfume it must never be sprayed directly on clothing, as it may stain them. With the high concentration of essential oils, the PROFVMVM line is best worn by massaging into the skin and spraying onto the hair. Also, while testing out the various fragrances in their shop, they had me smell a small container of coffee beans in between each scent as to neutralize the odors.
Perfume is best stored in a dark place like a chest drawers or nightstand, or in the fridge at 12 degrees Celsius. Placing perfume in the bathroom where it is susceptible to water mist, and changing temperatures, or in highly lit places, will weaken the fragrance over time. Think of luxury perfume like fine wine: it gets better with time, and with proper storage can last up to 10 years.
The fragrances are an absolute delight for the senses, and range from floral blends to earthy, primal scents. My two personal favorites are Arso and Fiore D’Ambra. Once on the skin, the fragrances blend with your natural body chemistry and become unique to you.
Aside from the PROFVMVM’s line of signature fragrances, they carry a line of candles and incense sticks in their best-selling scents. There are 4 stores here in Rome, several across Europe, and 4 stores in the United States (New York, L.A., Chicago, Portland, and Miami).
Perfume is an accessory but shows the person’s soul. The mixing of fragrances, the bitter and sweet flowers, can be likened to the contrast between two lovers. I feel that wearing the right fragrance is an important decision; just as important as deciding on what outfit to wear on a job interview or much anticipated evening out on the town to create an impactful statement. You never get a second chance to make a first impression, and a signature fragrance that lingers in the room, and permeates the souls and minds of those present, will make you unforgettable.
PROFVMVM
Stores in Rome:
Via di Ripetta, 248
Via della Colonna Antonina, 27
Piazza G.Mazzini, 4
Viale Angelico, 87/89
www.profumum.com
