More about Obvious
‘What we do today decides how the world looks like tomorrow.’ Marie von Ebner-Eschenbach
Sustainability is more than just a short-lived trend. Whether in politics, business or society, sustainability is on everyone's lips and is becoming increasingly important. The desire for greater sustainability is not a passing fad, but a deeply held belief. People with a certain level of income are particularly well placed to afford this view.
Luxury & Nature need reconciliation … this is obvious! Luxury & Nature must be brought into harmony … that is obvious!
David Frossard – The founder
After completing his studies in philosophy, David began working for a family business that sold perfumes and cosmetics in Africa. With the desire to start his own business, he soon moved to L'Artisan Parfumeur, where he was appointed export manager. In 2005, the young entrepreneur founded Différentes Latitudes, a company specialising in supporting independent niche perfume brands. He successfully launched the leading brands in this sector: BYREDO, Juliette Has a Gun, Atelier Cologne, Memo, BDK Parfums, Liquides Imaginaires, Parfums Frapin, Ella K, etc.
In 2013, he created the ‘Liquides Perfumes Bar’ and, in autumn 2020, finally launched his very own brand, which embodies his principles and deeply rooted convictions: Obvious.
The vision
Obvious is a new luxury perfume brand that combines simplicity with elegance, and elegance with respect.
Although Obvious is motivated by the values of transparency, recyclability and responsibility, the brand embodies luxury, craftsmanship and generosity, and stands for complementary creations that are simple yet extremely complex.
When it comes to concentrates, Obvious prefers natural ingredients but does not shy away from synthetic ones entirely. The brand has opted for organic diluting alcohol, recyclable bottles made from recycled glass, cork stoppers without plastic inserts and cardboard boxes made from recycled paper with natural dyes.
That's all
The one word ‘obvious’ sums up the entire approach of Obvious. That's what the brand is all about: an obvious name, obvious simplicity, obvious style and perfumes that obviously say what they are – without creating false complexity: Une Rose, Un Poivre, Une Vanille, etc.
Obvious is the obvious embodiment of this desire for olfactory elegance and a new conception of luxury that inspires many of us. More specifically, it is about the kind of luxury that reflects the essence of what it offers and is produced according to time-honoured French manufacturing practices.
Less is more... That's obvious!
The values
Elegance
Elegant, sophisticated perfumes with a long-lasting effect.
Simplicity
‘Less is more’ is the saying. We believe that the success of a perfume also lies in a small, balanced recipe. Just like in cooking, it's not about adding more ingredients, but knowing how much of the few ingredients to add. Obvious creates short, understandable and obvious compositions.
Luxury
Over time, the perception of luxury changes and reflects changing attitudes in society. Luxury today represents precisely these changes over time. Obvious' path to environmentally responsible design has been fraught with obstacles at every step, but the satisfaction of seeing the results is a great victory.
Cool
A fitting motto for David Frossard and his team, who have managed to move away from the perception of perfume as an art form or ornament. First and foremost, perfumes should be simple, high-quality, original and trendy.
Respect
What is a fair price? That is clearly also a question of time. The price of Obvious is set to be fair to suppliers and encourage them to adopt more environmentally friendly practices.
Independence
The independence of a brand is a rare and obvious luxury in itself.