Fragrance lovers, do you find yourself reaching for scents that match your mood, express something about your personality, or remind you of an unforgettable moment? For many of us, we usually search for fragrances that evoke an emotion in us or tell the world, “This is me.” That’s exactly what Renaud Salmon, Chief Creative Officer of Oman-based luxury fragrance house Amouage, does with his creations.
Towering in presence yet exuding understated calm vibes, Renaud isn’t just the kind of man who makes a Bottega outfit look effortlessly cool. He’s a true creative force, someone who builds universes around scent.
Amouage Chief Creative Officer Renaud Salmon conducting a masterclass on the brand’s new creations. (Photo from: facebook.com/amouageofficial)
In our one-on-one conversation with him, we step into the mind of a master storyteller. He pulls you in and makes fragrances feel very personal and empowering. From the concept to how a bottle lands on your TikTok #FYP, he leads his team to ensure that every part of the Amouage experience is thoughtful and memorable.
This article takes you through how Renaud’s globe-trotting journey from Paris to Milan to New York has shaped his artistic vision. Discover how he’s reimagining Amouage for a digital-first world without losing its soul, and uncover stories behind some of the brand’s viral fragrances. He also shares his tips on finding a scent that reflects you and is suited for Singapore’s weather.
Renaud Salmon’s inspiration for Amouage fragrances
You've lived and created in some of the world’s most culturally rich cities, such as Paris, Milan, and Sydney. How do these places influence your creative process for Amouage?
“Any journey is a source of inspiration because it gives me the possibility to understand how the different cultures connect and how specific ideas, emotions or patterns are expressed around the world.
Ultimately, my creative process is understanding a strong emotion that I feel at a specific time and then translating it into a perfume.
But that perfume is not autobiographical. I take that emotion and try to understand the bigger idea or pattern behind it. For example, I encountered the scent of a tree that evokes a story of resilience. Then, I explore how that notion is understood across different cities.
In the end, perfume is a story that you wear on your skin.”
Tell us more about the development of an Amouage fragrance. Where does it usually start, with a memory, a feeling, a place, or a concept?
“It starts with a deep emotion, something that moves you because, in the end, this is what perfumery is all about. Perfumery is a way to crystallise important moments and memories in your life.
Renaud Salmon at the new Amouage boutique in Shanghai. (Photo from: @renaudsalmon)
So I always start with an emotion, then I take that emotion, that personal emotion and I try to identify actually in my cultural references, in arts, how do I see that a similar emotion expressed and this is when the collage becomes alive, which is like this the manifestation of that emotion through actually different sensitivities, and then that becomes the starting point for the perfume creation.”
Among Amouage’s beautiful fragrances, do you have a personal favourite? Why do you feel connected to it at the moment?
“One of my favourites is Guidance. It's a fragrance that is quite strong but also chic and discreet. I’m drawn to that duality; I love it when a person can express very bold and strong ideas while whispering at the same time. It is why I identify quite a lot with that fragrance.
Amouage Guidance 46. (Photo from: @amouageofficial)
It's a fragrance that is technically excellent and leverages ingredients of the highest quality. It's expensive to produce. That's probably also why I like it, and it has a very unique smell.
It's a fragrance that I think deserves to be worn by anyone.”
Renaud Salmon’s strategy for Amouage
From packaging to Instagram to e-commerce, how do you approach designing Amouage across every touchpoint?
“My role is fully creative because the perception of fragrances is multi-sensory. You cannot dissociate the sense of smell from the other senses, so I need to oversee every touchpoint: the smell, the packaging design, the artwork, the boutiques, the way we talk about our creations with our clients, the uniforms of our consultants — everything.
Amouage boutique in Oman.
Today, people are surrounded by noise. So that's why I want to create deep emotions. I personally design all of the boutiques and the e-commerce platforms while overseeing and working with architects and teams to bring each space to life.”
Could you provide an example of how Amouage successfully translated and brought its rich heritage and royal associations into a digital-first world?
“When we go online, it gives us the possibility to express even further the depth of what makes Amouage special. We explain how we make things because it's very unique. We should not change who we are. However, we need to make sure that we shine the light on who we are.
It needs to be done in a very qualitative way. It takes time and effort, but that’s the beauty of it. Our content has to be as qualitative as our fragrances.”
How do you see platforms like Instagram or TikTok changing the way people discover and engage with fragrances?
“I believe that those platforms can share knowledge and educate our clients when it comes to fragrances. If people are more educated, they know more things about perfumery, and they will make better purchase decisions. I want to make sure that we share substantial, interesting content.”
Renaud Salmon on niche fragrances and connecting with Singapore
More people are embracing niche perfumes that reflect their individuality. How do you see Amouage fitting into that emotional and personal beauty landscape?
“Niche fragrances proliferate, and I think it's going to be even easier with the rise of AI. But Amouage is unique.
It is rooted in Oman — a country that has values of generosity and hospitality, and also has an important heritage when it comes to fragrances. It's also one of the oldest countries, so Amouage stands out in that universe.
Amouage fragrances are finely crafted, but they are also quite interesting from a conceptual point of view. The concepts behind each fragrance are quite deep and hopefully quite interesting.”
Amouage Interlude is one of the brand’s most-searched products on TikTok, and it is actually designed for men. Could you comment on the reasons behind its viral success?
“Interlude Man is a fragrance that was created in 2012, and it became known as ‘the blue beast’ online.
Amouage Interlude Man. (Photo from: @amouageofficial)
It's a fragrance that is extremely potent — a dark, deep, resinous fragrance that tells the story of the quietness in the middle of the chaos.
It became quite ‘mythical’, reviewed by important fragrance critics as the most potent fragrance in the world. When you wear Interlude, it not only lasts for a day but sometimes weeks on clothes.
It also carries the archetype of the very best fragrances from the Middle East — full of depth and generosity.
Younger men or young people around the age of 15 are contacting me about their collection of Amouage fragrances. At their age — that is something quite special.”
Renaud Salmon’s fragrance tips
What’s something most people misunderstand about wearing or layering fragrances?
“Layering fragrances is more about wearing several fragrances at the same time, but it’s not always mixing them.
You do that by wearing different types of fragrances. The beauty of layering can be about wearing distinct fragrances at the same time. For example, I wear one eau de parfum, five sprays.
Then I'm going to use either an extra eau de parfum or a pure oil in the pulse points. By doing so, I'm wearing three different fragrances at the same time. So I layered three fragrances, but I did not mix them. You can spend your day wearing different fragrances and being reminded of their unique personalities at different points in time.”
How about like the age-old practice of applying body lotion first on your skin, followed by a fragrance?
“This is a good one because adding a body lotion can have a significant impact when it comes to the longevity of your perfume. It's better to apply perfume to properly hydrated skin.
Aside from hydration, some body lotions are very nicely scented, and they can reinforce your fragrance. You can have a woody fragrance and use a body lotion that is a little bit soft and vanillic to create this kind of nice layering.”
What advice would you give to Singaporeans choosing their signature scent for the first time?
“Amouage fragrances are created in Oman, where it's always quite hot and it can be very humid as well. What I recommend is the following: When the weather is hot, I like fragrances that are quite zesty, sparkling, and have this kind of refreshing quality because it's actually going to pierce a little bit through the heat and warmth.
I try to avoid fragrances that are extremely deep or sweet because they feel a bit overwhelming. I believe that at Amouage, you have fragrances that are at the same time rich and generous, but that are also very appropriate for hot weather.”
Do you have tips on how to choose or wear fragrances in Singapore’s weather?
“I think the good thing about Amouage fragrances is that they are quite long-lasting. So you don't have to reapply during the day, and they will have a beautiful evolution.
What I recommend is to select a fragrance that has those kinds of sparkling and zesty notes at the top and base notes that are not too heavy. You will start your day energised and fresh, and feeling like gold with those sparkling acidic notes that give you a lot of energy.
Then, as the day goes on, they will fade away and you will start having the floral heart, the musks and those base notes that are going to keep on this beautiful scent experience for the whole day.
From left to right: Amouage Outlands (Photo from: @amouageofficial), Amouage Search (Photo from: @amouageofficial), Amouage Purpose 50 (Photo from: @amouageofficial).
When it comes to zesty fragrances, I could recommend Outlands and Search as well, which are quite zesty. I would also recommend light floral fragrances, so typically Guidance 46, and Purpose 50.”
Where to buy Amouage in Singapore
Amouage is available in Singapore via TANGS and Escentials.
More luxury scents? Check out our roundup here.
Comments, questions or feedback? Email us at [email protected].