AN ITALIAN FRAGRANCE JOURNEY
When Charabanc set out to create the first luxury car fragrance brand, its founding partners discussed at length the relationship between the car and the scent that they would develop which they felt should be symbiotic. The car had to be central to the idea, the design, the fragrances, the content and the name should all be oriented around the car. Developing a ‘cologne for the car’ or a ‘car perfume’ therefore didn’t feel quite right. It felt as if a new idea was needed.