Producing perfumes since 1904, Caron’s reputation as one of the industry’s most fabled brands is well established. However, as the French brand looks to regenerate itself for a(nother) new generation, it has turned to the youthful energy of one of France’s most famous surnames to guide it through this next period of its storied history. At only 21 years old, Olivia de Rothschild takes her place as Caron’s new Creative Director.
Here, she shares her vision for the future with Esquire.
ESQUIRE: Congratulations on the new position. Are you intimidated by weight of expectation?
OLIVIA DE ROTHSCHILD: I grew up with Caron. My mother wore the brand a lot, and growing up with something makes it less scary and more accessible. Perhaps I’m blind to the dangers that lie up ahead but, for now, I’m not scared. It’s a fun challenge. Caron is bold, avant-garde, audacious—all values I’ve grown up with, so I feel at ease stepping into this new, yet familiar, realm.
ESQ: Did you always have your sights on it?
OLIVIA DE ROTHSCHILD: When I was a child, I’d always try to go into work with my mother [Caron owner Baroness Ariane de Rothschild] instead of going to school, but she never let me. I preferred watching her work! I would tell my brother ‘can you tell mum you need help from me so I can leave school and come back to the office?
ESQ: How has it been taking over a brand that, presumably, has many employees who have worked there long before you were born?
OLIVIA DE ROTHSCHILD: I have a deep understanding and appreciation of the brand’s heritage, stemming from the way I was raised and educated. Of course, having a 21-year-old stepping into an office and telling everyone ‘okay, this is my vision…’ isn’t the most reassuring thing, but we have learned to work together very well. Caron could benefit from young, exciting energy, and I think I bring that.
ESQ: Is there ever a right or wrong way to spray perfume for men and women?
OLIVIA DE ROTHSCHILD: Men should never be scared to experiment with traditionally more feminine scents. Because who is to say that rose or lavender is strictly for women? It would give men much more creativity with how they want to come across in the world. Still, personally, I’m not a fan of guys who hose themselves in perfume. I think it’s more elegant to put it on your clothes, rather than on the skin. That way it can seep into the fabric and last longer.
ESQ: Do you have different perfumes for different moods?
OLIVIA DE ROTHSCHILD: I absolutely do! In fact, I might change scents several times a day simply to express my mood. I think it’s important because through scent you can express a certain character. We’re actually working on a concept right now where the perfume is expressed through energy. For example, if you’re wearing a rose scent you won’t feel or say the same thing as if you’re wearing a lavender. I want scents to be described as ‘vibes’. I want to be able to give the description of ‘an Italian man in a double breasted suit’, to someone and they immediately understand what I mean. It seems obvious, yet it has remained unspoken in the world of perfume. For me, I am here at Caron to be able to create these kinds of ideas that push forward the age-old industry to new heights.
