Along with launching a new product, Editions de Parfums Frederic Malle held the L'avant-garde Du Parfum exhibition at the JIC Books store in Shanghai from Dec 2 to Sunday, letting more people get to know the brand's philosophy and spirit.

Having been in the fragrance industry for 35 years and coming a family tradition steeped in fragrances, Malle always hopes to make the public aware of these hidden and avant-garde perfume masters in the industry, which is also the purpose of establishing the brand.

"Developing fragrances is a monumental task, turning an idea into a fragrance product requires immense skill, foundation, and talent.

"Few masters can handle the entire process from idea to finishing. Among all the masters I've worked with, only about 15 in the world can manage this entire process," Malle said.