Cartier Les Heures de Parfum: 4 posts

Star rating: 5 stars–outstanding/potential classic, 4 stars–very good, 3 stars–adequate, 2 stars–disappointing, 1 star–poor.

Like Baiser Volé, Cartier’s newest launch II L’Heure Convoitée (The Coveted Hour) is a lipstick floral. While Baiser Volé adds a red stain to lily, the powdery sweetness of lipstick embellishes the carnation in this launch. Like the other fragrances in Les Heures de Parfum collection (L’Heure Promise, L’Heure Brilliante, L’Heure Folle, L’Heure Diaphane, L’Heure Mystérieuse, La Treiziéme Heure, L’Heure Defendue and L’Heure Fougueuse,) L’Heure Convoitée was created by Cartier in-house perfumer Mathilde Laurent. It is a plush floral composition for those who like the retro style and warm, cashmere wrap perfumes.

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As I smell many niche collections these days, I get a distinct feeling that the luxury is being channeled mainly through the price and elaborate packaging. I do not wish to single out Cartier; the same thing can be said about by Kilian, Armani Privé, Clive Christian, Xerjoff, etc, etc, etc. This is also not to imply that the fragrances launched under these brands are poorly made; in fact, sometimes it is quite the opposite. However, as the price of luxury rises higher and higher, I begin to wonder whether the fragrances truly justify it. After all, I am not wearing a pretty bottle, nor do I care about the esteemed brand name. The only thing that remains is the scent. As for Cartier Les Heures de Parfum scents, I enjoyed the incense of L’Heure Mystérieuse and fell hard for the introspective aura of L’Heure Fougueuse and liked L’Heure Brilliante. Yet, as I mentioned previously, I wish for more complexity in these compositions and fuller stories being developed around these strong ideas. As I finish testing Les Heures de Parfum, I am left with the surprising discovery that in comparison to many niche lines, Serge Lutens fragrances can seem like bargains!

I decided to review L’Heure Folle, L’Heure Brilliante, L’Heure Promise, and L’Heure Diaphane together, because they capture a similar bright, joyful sensation to me, despite being quite different in terms of their olfactory profiles. As such, it is very interesting to observe how different olfactory effects can be used to achieve a similar mood. They also give a very interesting insight into Cartier in-house perfumer Mathilde Laurent’s style and her strong signature.

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Star rating: 5 stars–outstanding/potential classic, 4 stars–very good, 3 stars–adequate, 2 stars–disappointing, 1 star–poor.

While I have not been particularly taken by Les Heures de Parfum overall, my resolve melted when I tried IV L’Heure Fougueuse. Unlike with other fragrances from the collection, I did not have to go back and forth for days, trying to decide how I really felt and why they disappointed or pleased; the moment I applied L’Heure Fougueuse on my skin, I immediately fell under its spell. A few jasmine petals among the green tendrils, a hint of tobacco smoke, an illusion of warm, salty skin… What do they evoke? Perhaps, the scents of leather gloves, which still hold the perfume of its wearer, of a vintage purse, or of an old book with dried flowers between its pages. At any rate, when a perfume allows me to indulge in fantasies, it wins a place in my heart.

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The deterioration of perfume’s luxury status has resulted in some new marketing strategies on the part of high-end brands. The most obvious one has been to create niche lines within the main range that are distinguished from their commercial offerings both by the elaborate nature of packaging and the impressive prices: Chanel Les Exclusifs, Hermès Hermessence, Guerlain L’Art et la Matière, Giorgio Armani Privé, Cartier Les Heures de Parfum, and Christian Dior La Collection. Cartier Les Heures de Parfum first launched in 2009 with five fragrances (L’Heure Promise, L’Heure Brilliante, L’Heure Folle, L’Heure Mystérieuse, La Treiziéme Heure,) and this year, the collection was expanded to include three more (L’Heure Defendue, L’Heure Fougueuse, L’Heure Diaphane.) As I have been testing my way through Dior La Collection, I decided to revisit Les Heures de Parfum as well.

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