Louis Vuitton’s New Piracy Protection Plan

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I remember my first trip to Europe, over 20 years ago, when my family visited the perfume houses in Grasse (the perfume capital of the world)… I bet I still have that bottle of Anaïs Anaïs eau de toilette I bought from the Fragonard factory somewhere… For my latest story for Marie Claire, I flew back to Southern France to interview Louis Vuitton Master Perfumer Jacques Cavallier Belletrud. As a native of Grasse, Cavallier Belletrud grew up in the fragrance industry before becoming a nose himself (and creating two of my favorite fragrances of all time: Issey Miyake’s L’Eau D’Issey and Giorgio Armani Acqua di Gio for Men). Now working for Louis Vuitton, Cavallier Belletrud focused on inventing creations that couldn’t be replicated (after all, Louis Vuitton has been plagued by knockoffs since the 19th century). The result is a collection of six unique scents, made with rare, exclusive ingredients and top secret formulas so that copycats don’t stand a chance. They’re available now, but only in Louis Vuitton boutiques. Here’s my story, from the October issue of Marie Claire: Louis Vuitton Signature Scents