Created just for the Middle East, Louis Vuitton’s new fragrance, Pur Oud, pays homage to the region’s iconic woody note. “The finest raw materials are perfumes in their own right”, says Jacques Cavallier Belletrud , master perfumer for the French Maison, and the mind behind the Maison’s latest fragrance. The perfume is, as its name suggests, composed almost entirely of natural Oud essence, making it exceptional in the world of perfumery.
Following the release of Ombre Nomad, Les Sables Roses and Nuit de Feu, Louis Vuitton’s Oud fragrance collection continues to honour once again the culture of smell in the Middle East by offering a fragrance for the region’s most emblematic ingredient: Oud. The fact that the new scent is almost only made out of Assam Oud makes it perfect for layering, especially with Ombre Nomad.
Inspired by the Middle Eastern traditions of applying perfume and the culture of Oud, wonders of the world in its purest, truest and most luxurious images. Pure Oud perfume for fans of ‘Wood of the Gods’ the opportunity to appreciate one of the most beautiful wonders of the world in its purest, truest and most luxurious images. Louis Vuitton and Belletrud finally set upon an essence of Assam oud, produced by a family, who ‘maintains a sustainable forest, farmed ethically’.
I wanted to create something exceptional, that smells like a luxury. I was amazed by the way women and men practice layering in the Middle East, mixing and applying their very personal oud preparation. I wanted to offer an oud signature from Louis Vuitton, which is why I’ve invited the Middle Eastern style of perfumery into the Louis Vuitton flacon.
Jacques Cavallier Belletrud, Louis Vuitton -inhouse- master perfumer
It is said that it is the scent of paradise and its meaning in Arabic ‘wood’ Oud is an absolute component of any raw material that has great depth and multiple aspects, as if it contains all other aspects, it is a treasure of nature it is the precious ‘black gold’ to the extent that the finest in its purity is reserved for an exclusive elite of people. The Oud contains countless distinctive ingredients where it offers its fans a completely unique experience, in its complex components and richness of symbolism and global resonance the oud is a journey in itself, smuggled through time and space, a gateway to the absolute world.
To present the purest expression of oud by simplifying one of the most beautiful fragrances in the world is the essence of pure oud, to highlight the raw beauty of this rare ingredient, Jacques Cavallier Belletrud created a near-contradictory encounter between the dreary character of the Oud focused on 10% of the composition and luminous softness of two types of white musk, ambrettolide and helvetolide. A gentle and slightly fruity helveled, and a delicate cotton empreted. The Oud weaves into an ornate cocoon that encapsulates and supports it without strangulation, and emerges from it strong wooden puffs and reveals the richness of its animal reflections.
It is important to note that the agar trees used to create oud have been declared a potentially threatened species by CITES, making the harvesting of oud for fragrances potentially environmentally damaging. To ensure they are maintaining the least harmful production practices possible, Vuitton is working with a family-run team of producers in Bangladesh, who have cultivated oud for the past 200 years.
Pure Oud is available in the French Maison’s iconic perfume flacon, but this time in stained black glass. Pure, dense and deep to the point that, paradoxically, it reveals a stunning reflection of light, such as the fragrance it carries.
Louis Vuitton Pur Oud is available as 100ml Eau de Parfum. A limited and rare fragrance (there are only 2,000 flacons available), and it’s the most expensive of the Louis Vuitton line-up (each flacon comes in at €1,200). It’s available exclusive to the Middle East countries at Louis Vuitton boutiques. Come into the beautiful world of Louis Vuitton.