Resperfuma's Virginie Gervason: "AI Should Be Your Tool, Not Your Master"
Fragrance is growing so fast that new brands are crowding in, and the founder of a perfumery-only agency expects many of them to fail on what they say, not what they bottle. For any beauty brand weighing a day-long photo shoot against an AI packshot, her answer is blunt, and it comes from someone who has worked the raw-material side of the trade.
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Five desks, and nothing else
In the spotlight
Interviews. The people running brands, retailers and distributors, in their own words.
Trend watch
What we saw at the fairs and in the channels, and whether it is a shift or a season.
The fine print
Regulation, labelling and claims. What changed, when it bites, what to do.
Machine learnings
AI in beauty. What it is actually good at, where it is oversold, and what has to be disclosed.
Money moves
Deals, funding, distribution and expansion. Who paid what, and why it matters.
Two regions, covered properly, instead of everywhere covered thinly.
Europe
Regulation sets the pace here, so we read it before it lands. EU labelling, claims and the AI Act, plus the retailers and distributors deciding what reaches a shelf.
The Middle East
Growth, fragrance and travel retail. We report from Beautyworld Middle East and follow the regional houses and buyers who rarely get asked what they think.
One email. What changed, and what it means for your brand.
Written for the people who have to act on it: brand owners, distributors, regulatory leads and buyers across Europe and the Middle East.
