As a native of Buenos Aires, Outeda feels a special connection to the scents of her native city and Argentinian cultural traditions: flowering jasmine shrubs, the purifying smoke of palo santo, desserts baked by her grandmother, a drink of yerba mate, desserts baked by her grandmother. Many Frassaï fragrances begin with one of these memories. Others start with traditional perfumery concepts, like roses or the fougère category, but then take these familiar ideas in unexpected directions. Whether inspired by her own roots, her travels, or a universally beloved experience like a sunny spring afternoon, Outeda stresses the importance of each fragrance standing alone as a thoughtful, unrushed narrative.
Every Frassaï scent is the result of a collaborative and transparent creative process: Outeda works with long-time expert perfumers as well as emerging stars and she is involved in every step of the process, from each scent’s concept and ingredient selection to product photography, packaging, and promotional descriptions. This caring, deliberate pace and emphasis on high quality are evident in the harmonious, well-finished identities of Frassaï’s Eau de Parfums. Each one reveals its complex layers over time and, despite their longevity, these fragrances never feel overwhelming.
Lastly, a note on Frassaï’s bottles: the tactile pleasure of their thick, softly edged glass and their wooden caps, and the label colours evoking the natural landscape, all indicate the special experiences continued inside. And the label is positioned around the bottle’s corner for a reason: Natalia Outeda wants to suggest Frassaï’s different way of approaching perfumery and its new perspective on luxury.