More about Pro Fumum Roma
The history of Pro Fumum Roma
The early 1950s. In a charming village in the countryside of southern Italy – Sant'Elena Sannita – there was a desire to create something big and significant. This entrepreneurial spirit was particularly characteristic of the Durante family. It would eventually lead them to Rome, the right place to realise their goals.
The company was passed down from father to son, along with a love of scents, fragrances, perfumes and also the cultural background. They taught their sons with dedication how to perceive different essences and the emotions associated with them.
Thanks to this teaching, the youngest generation – Giuseppe, Luciano, Felice and Maria Durante – decided to breathe life into their passion and created their own fragrance concept. In 1996, the concept was born: Pro Fumum Roma – unconventional fragrances associated with feelings, emotions and personal experiences, without following the existing rules of the fragrance world.
You now hold a small part of this enchanting story in your hands.
The four noses of Pro Fumum Roma
‘Sometimes a fragrance is more expressive than a photo or a picture. It triggers an explosion of perceptions, feelings, desires, atmosphere, the involuntary feeling of déjà vu that spreads and binds us like honey, allowing us to sink into a moment of well-being.’
The excellent expertise of Giuseppe, Luciano, Maria and Felice Durante led them to believe that the perfect and ideal fragrance cannot be created by a single person. Perceiving a fragrance is the result of personal feelings, emotions, memories and past experiences. The perfumers balance these elements, work in perfect synergy and blend their inner perceptions.
The fragrances of Pro Fumum Roma
We should not simply call them fragrances: Pro Fumum Roma is an olfactory concept. The perfumes of Pro Fumum Roma remind us of a specific moment in the past – experienced personally or in the imagination – which is brought back to life.
The fragrance is part of our inner self that we convey to others. An infallible means of communication that underlines our true attitude or creates a kind of alter ego. Depending on our personality, we identify with the fragrance we wear and convey a precise personal identity: cheerful, serious, determined, exuberant, rebellious. The fragrance becomes part of ourselves, something that truly belongs to us. Pro Fumum Roma stands for the belief that this is how you create high-end fragrance concepts that fit like a second skin, like an enchanting dress that glides over the body.
The fragrances of Pro Fumum Roma have a high concentration of over 43%: they leave an incredibly long-lasting scent on the skin and develop in the first 30 minutes after application. They have a complex structure and gradually reveal their dominant and fading scents in interaction with the skin. They are extremely communicative: every morning or evening, we choose our favourite depending on our mood, destination or sensation, giving us rigour or freedom, sensuality or wildness, everything we want. Like a dress.
Opening the wardrobe of Pro Fumum Roma: the fragrances
The four noses recommend storing the fragrances of Pro Fumum Roma in a wardrobe or closet to protect their special preciousness and preserve the memories in each of these fragrances: Pro Fumum Roma is the concentrate of emotions and sensations.