JOUR D`HERMÈS ABSOLU THE BIRTH OF ABSOLUTE FEMININITY

PRESS RELEASE
JOUR D’HERMÈS ABSOLU
THE BIRTH OF ABSOLUTE FEMININITY
Jour d’Hermès: the birth of femininity by the light of Hermès
Since its creation, Jour d’Hermès has marked the dawn, and its graceful luminous sillage has
revealed the beauty of women.
Armfuls, bouquets, sprays, clusters, garden flowers and elegant cut flowers, morning flowers
and evening flowers - they all compose this floral written in a taut, caressing style.
Conceived and fashioned by Pierre-Alexis Dumas, Jean-Claude Ellena and Pierre Hardy,
Jour d’Hermès illustrates every downstroke and upstroke of an essential femininity, revealed by
light, the primary raw material at Hermès.
Seizing the day every day, that is the promise of Jour d’Hermès. Because surely the key thing
we ask of every day is that it should dawn, it should be rounded and eventful, it should come
around again...?
So here it is reborn!
Jour d’Hermès Absolu, a new olfactory aura
In the footsteps of the most beautiful French perfumery, Jour d’Hermès Absolu captures the
essence of Jour d’Hermès in order to reinterpret it, like a new rendition of the initial floral
symphony.
From the eminently to the absolutely feminine, Jour d’Hermès Absolu is an utterly voluptuous
rewriting of the floral theme.
In its absolute femininity, this new day, this new Jour radiates a light
all its own, as a declaration to the womanhood sublimated within it.
Its intensely sensual, skin-like sillage is generous and opulent, vibrating
with noon time luminosity, like a promise of a radiant rebirth.
Jour d’Hermès Absolu, feeling gorgeous as well as smelling gorgeous
Jour d’Hermès Absolu does not identify any one flower, but lots of flowers, hundreds of flowers,
gathered so closely together that “floral” becomes an abstract concept.
Jean-Claude Ellena describes this abstract quality blossoming with emotion as it touches the
skin like soft petals.
“With Jour d’Hermès Absolu, the framing is tighter, it’s like a close-up. It’s hard to say it smells of lilies,
jasmine, gardenias, roses, sweet peas or apricot flowers…”
“I wanted an assertive signature closely related to a woman’s body. We see the shoulders, the neck, we can
touch and smell…”
“T he apparent simplicity of Jour d’Hermès Absolu masks tremendous refinement and a degree of
sophistication, as with every Hermès perfume.”
“Jour d’Hermès Absolu a secret complexity, an intimate possibility which aims for ‘feeling gorgeous’ as well
as ‘smelling gorgeous’.”
Jour d’Hermès Absolu, the objet
In order to smell and feel gorgeous, the Jour d’Hermès Absolu bottle takes its inspiration from
the vocabulary of in-house classics (the “lantern” bottle). It still has the square base, and this
anchor is paired with the softness of curves, and the droplet of light contained within the glass all characteristics of Jour d’Hermès. Here the perfume’s colour declares its clear tendency for
absolute femininity by adopting a warmer “amber rose” nuance.
This new tint reaches up the neck of the bottle to the “pink gold” seal that creates a ring
around the clear white lid. Lastly, the Ex Libris is imprinted onto the lid in this same pink gold,
which perfectly matches the colour of the perfume.
You are invited to download the press release along with the images of jour d'Hermès absolu
from your ftp site: www.hermesparfumeur.com - User name: jourdhermes - Password: absolu