SERGE LUTENS: “I’LL ALWAYS REMEMBER” CREATIVE BRIEF

SERGE LUTENS, a legendary Parisian creator, began as a makeup artist, hair stylist, and photographer of great renown. Over the years, he expanded his exquisite creations into the worlds of cosmetics and fragrance.

BAPTÊME DU FEU translates into English as “Baptism of Fire,” a phrase often used to describe a moment of transfiguration. In Christianity, baptism is literally marked by immersion in water. Another meaning can be found in the ancient Greek legend of the phoenix, who is said to rise from the ashes of fire in an eternal cycle of death and rebirth.

Fire, water, male, female, birth, death, and rebirth are powerful themes enclosed in this mysterious fragrance...