Chinese Perfume Brand TRUEAST Launches New Products

As the 2024 "French Grasse Perfume Competition" came to a perfect end in Grasse, France, the global perfume capital, the Chinese perfume brand TRUEAST once again won the three important awards of the "French Grasse Perfume Competition" with its unique perfume creation, achieving the feat of winning the perfume competition award for two consecutive years.

As the top event in the global perfume industry, the "Grasse Perfume Competition in France" has always attracted great attention from perfume lovers around the world for its high standards, fairness and authority. In 2024, coinciding with the special moment of the 60th anniversary of the establishment of diplomatic relations between China and France, this year's competition is themed "Starting Chinese Perfume", which not only aims to pay tribute to the 60-year deep friendship between China and France, but also aims to open up more diverse and broad cooperation areas and prospects for the perfume and fragrance industries of China and France, so as to jointly promote the perfume and fragrance industry to develop in a healthier, more orderly, sustainable and high-quality direction.

This year's perfume competition invited Mr. Jérôme VIAUD, the mayor of Grasse, to serve as honorary chairman. At the same time, the jury brought together many well-known practitioners in the international perfume industry, including senior perfumers, designers, perfume manufacturers and media representatives from well-known brands and institutions. Elite industry. Ms. Elisabeth de Feydeau will serve as the chairperson of the jury for this competition. This year's competition will be strictly judged based on the two core dimensions of the fragrance itself and its packaging design, ensuring that this competition becomes a truly fair, just and open high-standard international perfume competition.

During the field trip, Mr. Chen Zhengjie saw the irises and peonies in Shangshui County, Henan Province, blooming luxuriantly, showing the splendor and vitality of life. While enjoying the beautiful scenery, he was amazed at the fact that irises and peonies could coexist harmoniously in the same soil in Shangshui County, Henan Province. On the occasion of the 60th anniversary of the establishment of diplomatic relations between China and France, he hoped to create a fragrance that combines the characteristics of Chinese and French cultures to commemorate this milestone. In this situation, he couldn't help thinking: "Since the national flower of China, the peony, and the national flower of France, the iris, can achieve physical symbiosis, then it is not impossible to combine the fragrance of the two?"

So, he came up with the idea of ​​using irises and peonies as the theme to represent the long-lasting and harmonious friendship between China and France. Mr. Chen Zhengjie revised the perfume formula more than a hundred times, striving to make all the fragrance elements blend harmoniously. Finally, he successfully created the "Gold Award of the Annual Artistic Concept Perfume Award Group" of this competition - "Chaoyun Queen's blossom", which aims to allow people to personally feel the unique charm and harmonious coexistence of Chinese and French cultures.

The outstanding performance of the TRUEAST brand in this "French Grasse Perfume Competition" not only demonstrates the brand's extraordinary strength in the field of perfume, but also wins wider attention and high recognition for Chinese fragrance culture on the international stage. We firmly believe that in the future, TRUEAST will continue to explore the infinite possibilities of Chinese fragrance, and use craftsmanship to present more unique fragrance products to consumers, thereby continuously promoting the inheritance and development of Chinese fragrance culture.