Created and launched by Serge Rach in 2022, the VelvetVelo brand is fuelled by its creator’s passion for sailing, outdoor sports, the sun… and perfume innovation!
“I wanted to create a brand focused on scents close to water. Behind the brand’s name, there is Velvet, to represent the softness of non-aggressive sports, nature, and the sun, and Velo de velocidad, for speed, and for the efficacy and power of fragrances,” explains Serge Rach.
To capture all his inspirations, the founder turned to the Aquafine technology developed and patented by Mane since 2005.
“This technology helps rediscover softness, both in the olfactory compositions and the water-based formulas, which are non-aggressive to the skin, unlike alcohol, and still offer a high concentration to create powerful, longer-lasting fragrances,” he claims.
Transparency and long wear
Based on a micro-emulsion system with low proportions, the Aquafine technology leaves plenty of room for the perfume concentrate, so the fragrance lasts as long as the alcohol-based equivalents.
“Since we are now experts with this technology, we manage to make stable formulas with very high concentrations, i.e. between 15% and 20% of perfume concentrate, and to obtain the highest water percentage as a complement. This is a real feat compared to other technologies available on the market,” says Loïc Bleuez, Innovation & Development Director Fine Fragrance at Mane.
In terms of aesthetics, Aquafine also stands out for the transparency of its juice. “We shape an emulsion in a specific form called microemulsion: the droplets in the internal phase are so small that we achieve water transparency, just like for a standard eau de toilette,” adds the Director.
A new gesture similar to skincare
These formulas have the technical advantage of being stable from -20 ° to +20° C, and they offer better hydration of the upper skin layers than an alcohol base.
“Although the main objective is to perfume the skin, we can even consider working in a hybrid field and adding interesting cosmetic properties. Technology is an integral part of this new gesture in the Fine Fragrance category: a fragrance that can be applied all over the body or in the hair, at any time, even in the sun. This meets the expectations of consumers, and yet the latter are very demanding in terms of innovation in perfumery,” notes Loïc Bleuez.
This freedom of application has also won over Serge Rach, who wants his range to take a more natural, skin-conscious approach.
“This proposal meets very current needs. Technology is also opening up new olfactory territories. It helped us sublimate mimosa, in particular for the Rue des Mimosas fragrance,” he explains.
Evocative of the Mediterranean Riviera, this aquatic and sunny bouquet combines with the lime cologne Un Homme à la Mer, the sweet-salty monoi fragrance Sound of the Sun, and Archimède In Love, with its rose notes, to form a mixed collection bathed in the sunny seaside environment. It is designed by Mane’s perfumers Véronique Nyberg, Violaine Collas, and Mathieu Nardin.
Available in its store located in the Marais quarter of Paris, in specialized perfume shops, and in department stores starting from October 2024, VelvetVelo is gradually expanding into new global markets.
“The most important for us is to expand globally. New markets are open and even more in demand for innovation”, says Serge Rach.
While the water-based positioning of VelvetVelo perfumes is not the only advantage highlighted by the brand, Serge Rach reveals his customers are much interested in this aspect.
As technological advances confirm it as a skin-friendly alternative, the trend towards water-based fragrances is winning over more and more brands, including major groups.
“It is an area that is getting a lot of attention right now. We chose to keep the juice transparent, but there are other technologies available, in particular based on nano-emulsions for a milky appearance. All have the wind in their sails. Given our experience of quite a few years with this patented technology, and the Mane teams’ know-how, we are in great demand,” stresses Loïc Bleuez.
A new version of the Aquafine technology incorporating a higher percentage of ingredients of natural origin (97% to 98%) is under development.
