2' min read
2' min read
They are called Bergamood and Amberness, the first two eau de parfums of the automobile brand Bmw, which enters the fragrance segment thanks to the licensing agreement signed in 2023 with Mavive, the historic Vidal family company that has been creating fragrances for over 120 years.
"The creation of the two fragrances was an exciting challenge," comments Marco Vidal, CEO of Mavive. "With our innovative vision, we have always tried to push the boundaries in the fragrance industry. We are proud to have translated this synergy into a unique sensory experience that invites freedom of expression'.
Stefan Karch, Head of Bmw Lifestyle & Licensing, adds: 'The new fragrances convey the characteristic Bmw joy in a new perspective. Like the Bmw brand they are engaging, inviting and expressive. Daily companions, they make a special statement with which customers can identify and emphasise the emotional aspect of the brand".
At the heart of the two fragrances is the concept of Freude, Bmw's core value: the joy of living every moment, that energy that touches your heart, runs through your veins and stimulates your body, making you feel alive, that enthusiasm that you always carry with you, projecting you into the future.
Mavive has interpreted this concept by adopting an innovative method of applied neuroscience that stimulates positive emotions through the sense of smell and creates a sensory experience that goes beyond mere perfume. Thanks, in fact, to the collaboration with the company DSM Firmenich, specialised in aromas and fragrances, Mavive has availed itself of Emotiwaves, a cutting-edge, patented and certified neuroscientific research that, through the use of natural ingredients, acts on the emotions, amplifying them.
