LAURENT MAZZONE’s journey into the world of fragrance began long before he founded LM Parfums, inspired by childhood memories and a love for blending scents. In this conversation, he delves into his path from selling perfumes to creating his own brand, revealing how he turned a dream into reality with determination and passion. Laurent shares how the influences of music, fashion, and nightlife shape his approach to fragrance creation, bringing dark, sensual themes to life. Discover how he balances creativity and precision, and his aspirations for expanding LM Parfums into new markets, staying true to his distinctive and daring vision.

Laurent, when did your fascination with the world of perfumery begin? What led you to found your own brand, LM Parfums, and how did you manage to establish it?

I was fascinated by perfumes from a very early age. By the beauty of the bottles and the ads in the magazines. My mother used a lot of perfume and I enjoyed mixing the different bottles to find new fragrances. I was also wondering how to bring out the best perfumes in a bottle.

I had this in mind even before opening a shop. I figured that I needed the experience of selling perfumery products before launching my own brand. I considered this as an experience that would help me out for the future. I was frustrated of course, because I had this dream in mind, and I was selling other brands’ products. Then I moved from dream to action: I picked up my phone and made a few calls. I met Olivia Giacobetti. And the brand was launched.

How did your experiences in fashion and music influence the way you approach fragrance creation? How do you choose which stories or themes to explore?

Each fragrance is a real story, not a made-up one. I do not choose, I just want to immortalize a memory, a moment, a passion, in a fragrance. Olfactory memory is fascinating: every story is marked by a smell. For me, music represents freedom, the night scene, bodies in movement, sensuality and fashion (we dress up to go out). As a former DJ, several perfumes I created were inspired by these universes.

Dark and mysterious themes are in LM Parfums’ DNA. How do you brief the perfumers you collaborate with, and how much creative freedom do you give them?

I accept my dark side. It is part of a process of reflection on the world.

I always start with a top note, associated with the story I want to tell in a fragrance. Everything is already defined in my head. I ask for the juices to be reworked many times before arriving at the one that is closest to what I had imagined.

How would you describe your portfolio? What is your most popular fragrance? 

We offer a wide range of fragrance collections, from Eaux Pures to the very luxurious Gold collection.

DULCE PEAR has recently become our very best seller. Apple, pear and musc! Inspired by my Italian origins.

The unique design of LM Parfums bottles is inspired by New York City’s skyline. Why did you choose it as a key element of your brand’s visual identity?

New York is where it all started I was watching the skyline from the Royalton Hotel and thinking, I am going to launch my own brand. Now is the time!

Niche perfumery has expanded dramatically over the past decade. How do you maintain LM Parfums’ unique quality and identity in a competitive landscape?

I have never worried about the competition. I am always on a quest to explore. I am always passionate, always inspired. The world is rich in beauty and darkness!

What do you see as the future for LM Parfums in terms of expansion? Are there specific markets or audiences you are particularly interested in reaching?

I would like to open up the American market. That is where it all started, and that is very dear to my heart.

What mark would Laurent Mazzone Parfums like to leave in history?

“It was beautiful…”

In 2 or 3 words, how would you define perfume?

Instinctive / sensual / disturbing / animal.

Interview and Article By DANIEL BARROS Editor-in-chef
Read the interview on the blog ScentXplore.com