If you like Baccarat Rouge 540 perfume, you will like Maison Francis Kurkdjian 724
When you think of French perfume house Maison Francis Kurkdjian, chances are the first thing you think of is the ever-popular Baccarat Rouge 540. First created in 2014 as a limited edition in honor of the 250th anniversary of Baccarat, the perfume was so hit that it became part of the permanent collection. It went on to become one of the most popular fragrances for years, winning a 2022 Harper’s BAZAAR Icon Award, and even get his name checked The Real Housewives of Beverly Hills.
But the Paris-based perfumery has a bigger story to tell than Baccarat Rouge 540. Now it’s introducing 724, a fresh eau de parfum named because it’s formulated to be worn seven days a week, 24 hours a day.
To learn more about the new fragrance, BAZAAR.com goes to the source: Francis Kurkdjian himself. Ahead, Maison Creative Director and Perfumer Francis Kurkdjian discusses the creation of 724, including inspiration and how to incorporate it into your fragrance library.
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What is the inspiration behind the fragrance?
During my life I have had the opportunity to visit and live in many wonderful places. I grew up near Paris, I lived almost five years in New York, I traveled around the world, Sydney, Tokyo, Seoul, Buenos Aires, Los Angeles. Despite the wide variety of cultures and histories in all these cities, they have a lot in common. An effervescence, a magnetic, thrilling and uplifting energy that makes it seem like anything is possible. Cities have something that uplifts you, kind of electrifies you. It is such a communicative energy that I translated into 724.
How would you describe 724?
This eau de parfum has a vibrant but enveloping urban spirit. It’s fresh, clean, but it also brings a feeling of comfort and protection. I imagined 724 to accompany you in an urban environment. It’s not the smell of the streets, however, or the subway. It’s about you and how you feel, it’s a scent you want to wear on the town. The notes are therefore not of the urban type that we expect!
724 is a musky floral eau de parfum, composed of three main accords. A fresh urban accord in the top note, carried by aldehydes and essential oil of bergamot from Italy. It is very bright and has a slight metallic look. Then in heart notes, you will find a white floral accord, carried by white flowers, Egyptian jasmine absolute, sweet pea and mock orange. Finally, the base notes give off something very sweet, even warm. I called it Accord Coton Confort, because it reassures me. All of creation is like a bubble in the city, almost like a pillow you want to sleep on.
It gets that name because it’s meant to be worn seven days a week, 24 hours a day. What gives it that long-wearing quality?
When Marc Chaya, CEO, and I founded Maison Francis Kurkdjian together, we wanted to challenge the way people experience perfume. We had a motto, “Perfumed Life 24/7”. Because perfume can be part of every aspect of our lives. Smells make us more human somehow. Because they can trigger strong emotions, they are tied to our subconscious in ways we don’t imagine. It’s part of my job as a perfumer to create fragrances that stay on the skin for a long time, to ensure that the sillage [scent trail] is strong enough.
For the many people who already own Baccarat Rouge 540 or Amyris Femme, how does this scent compare or complement them?
Very few people today wear the same perfume all their lives. Most of us want to change perfume as we change clothes, depending on the occasion, our mood, our desires… This is the concept of the olfactory wardrobe offered by Maison Francis Kurkdjian. A perfumed wardrobe where everyone can find something, where everyone can find options that correspond to their needs for a moment, a mood, a particular sensation… Each new perfume is a new story.
Baccarat Rouge 540 is a gourmet perfume, airy and dense at the same time, like the crystal itself. It’s mysterious, sensual and addictive. Amyris is a story built around Amyris sandalwood and Iris absolute, the most expensive ingredient in the perfumer’s palette. It speaks of playful and effortless elegance.
Maison Francis Kurkdjian 724 Eau de Parfum is available now from $170 online at franciskurkdjian.com and neimanmarcus.com.
This interview has been edited and condensed for length and clarity.
Lindy Segal is a beauty writer and editor. In addition to contributing regularly to BAZAAR.COMShe also writes for Charm, People, WhoWhatWearand fashionista, among other publications. She lives in New York with her Chihuahua mix, Barney.