Olivier Polge may be the in-house perfumer creator for one of fragrance ‘s most historically significant brands but his creative process has had to keep up with the times.

On a trip to New York to promote Chanel ‘s latest launch, Bleu de Chanel L’Exclusif, Polge — whose father Jacques Polge also held the same role at Chanel — said the consumer has changed, and so has his process.

“Men’s perfume has become more and more interesting in terms of identity and in terms of creation. I remember the old generation always speaking about men’s perfume, that they had to be fresh or have certain traces of grooming products — but men didn’t want to express a strong identity in the perfume they were wearing,” Polge said in the Chanel offices. “That is becoming less and less true.”

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