Press releases

MINSK, 14 June (BelTA) – The presentation of Belaya Rus No. 5 from legendary perfumer Sophia Grojsman took place in Minsk on 14 June, BelTA has learnt.

Sophia Grojsman is a Belarusian native. Her family moved to Poland when she was 15. Later she immigrated to the United States. She is an outstanding perfumer, the winner of the Living Legend Award from the American Society of Performers. Often called the Picasso in perfumery, Sophia Grojsman has so far created about 40 perfume bestsellers for Kenzo, Lancome, Calvin Klein, Yves Saint Laurent, Estee Lauder. Four of the 25 fragrances included into the Fragrance Hall of Fame of the American Fragrance Foundation (FiFi) were created by Sophia Grojsman. Her classic female fragrance Tresor (Lancome) even beat Chanel No.5 in sales.

According to the perfumer, her new project is a present for Belarus. It is a fresh female fragrance with the notes of violet and sweet aftertaste. She came up with the idea to create a fragrance of Belarus during a two-week tour to the native country in 2006.The formula itself was completed two years ago. Numerous tests were conducted to find the right aroma. Sample No. 5 was chosen in the end. Sophia says that in its time Chanel No. 5 was chosen the same way.

Belaya Rus No. 5 is a working title. A tender on the ordering customer of the perfume was called on about a year ago. Among the stakeholders are several big companies. Negotiations with them are underway.

The perfumer and her representatives in Belarus, Vlad Rekunov Perfumery, hope for a commercial success of the perfume. They believe that additional care products will add to the brand awareness.

The fragrance of Belarus will go on sale approximately in six months or a year. The perfume will be expensive since only natural products will be used in its production.