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Immortelle’s Sustainable Resurgence

By: Pierre-Jean Hellivan, Charabot
Posted: April 10, 2009, from the May 2009 issue of P&F magazine.

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6 pages available as a PDF download or printed copies mailed to you

Perhaps falling under the spell of immortelle’s evocative name, perfumers’ and flavorists’ creativity is breathing new life into a small fragrant shrub from the Mediterranean. Its scent is nature’s own cocktail of red fruit, nuttiness, heavy honey and tobaccolike notes, and a reminiscence of thick, sweet liqueurs. Immortelle’s name roughly translates as “always there for you,” or “everlasting,” and its botanical name is the equally poetic “golden sun”—Helichrysum italicum (Roth) G. Don.

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