- Mar 25, 2007
INTERVIEW WITH ANTOINE LIE
about the creation of M V2Q
In December of 2021 Puredistance got a notification from Roja
Parfums that they would no longer supply Puredistance M
perfume oil to Puredistance due to the changes in IFRA regulations
and the resulting need for reformulation. Therefore, we
had to discontinue Puredistance M. We decided we would not
approach another perfumer asking him to copy ‘M’. Puredistance
is about originality, not about imitation.
We invented a new name, M V2Q, and asked perfumer
Antoine Lie if he could create a new version in the same vein as
the old M, but more contemporary and emotionally sensitive.
Where the old M was inspired by the raw world of Sean Connery,
the new M V2Q would be placed in today’s world of the latest
James Bond: Daniel Craig and his future successor.
Antoine Lie gladly accepted the challenge and started to work on
M V2Q. We provided him with artwork that communicates the
essence of the new perfume and explained the new name M V2Q
to him: V2 stands for ‘version 2’ of M; Q supplies James Bond with
new techniques and innovations; and finally, ‘VanQuish ‘is the
name of an Aston Martin being used in a James Bond movie.
We found one of the first samples Antoine sent us very promising
and four months and five modifications later we were convinced
the new M V2Q will not only please many of the old ‘M addicts’,
but as well appeal to many new perfume lovers. In the interview
below you will get some interesting insights in the process of the
creation of M V2Q.
In which ways could you personally relate to the brief for M V2Q?
James Bond, one of the most famous movie characters, was the
original inspiration of M and the little boy I have once been, grew
up with the image of this uncorruptible and invincible character.
This is an almost mythical character that influenced more than
one generation. Even my father was blown away by the first
Bond movie, ‘Dr No’. M QV2 is more than a project, it reactivates
my childhood memories.
When you started creating M V2Q, what were the first steps?
The initial question I asked myself during this project was, how
do I twist a very powerful and classical alpha male fragrance into
a more sensitive, emotional, and contemporary but still very
masculine signature, keeping its boldness.
In which ways you think M V2Q still partly refers to the old M?
M V2Q has a forceful and extravagant olfactive structure - filling
up the space, imposing its presence like M - even if the message
In what way you think M V2Q is different from the old M?
M relates to an extreme masculinity icon from the 70’s and 80’s,
while M V2Q is adding more complexity and sensitivity, adding
more existential truth to a very masculine olfactive statement.
Can you tell us a bit more about the ingredients you have used?
Actually, M and M V2Q have a lot of ingredients in common but
their perception is altered by the way they have been put together.
For example, patchouli has been reduced drastically and
combined with derivatives of cedarwood and sandalwood to
create a more modern woody structure. The floral aspect is very
important as well with ingredients like Jasmin Sambac and
orange blossom. Then there are some exclusive ingredients
selected by Atelier Français des Matières I have used; like a
special quality of lavender, pink peppercorn, cinnamon and pine tar.
How about the costs of the ingredients being used in M V2Q and
other Puredistance perfumes.
Jan Ewoud is always giving me ‘carte blanche’ on the creation
and the cost is never a concern because the fragrance itself is the
most important element for him, allowing me the best selection
in terms of ingredients. Puredistance is providing me what I need
to give my best: highly valuable and daring fragrances.
Would you personally wear M V2Q? And if so, on what occasions?
When I am on a special mission of course...
Did you have any fears before taking on this special project? (Since
Puredistance customers will inevitably compare your creation
with the old M that was reviewed very favourably by many.)
Not at all. I was in fact very motivated and excited to be
challenged to reinterpret a very successful perfume of the
Puredistance collection. When I left the standardized structure
of the industrial perfumery, it was to work on projects like this,
where you take full responsibility for what you create.
How does it feel for a French Master Perfumer to be inspired
by a British legend?
James Bond has been saving the entire planet on so many occasions
that I do not see him as a London spy working exclusively
for his country: he is a global hero. So, to me, the inspiration was
very obviously international and not only British.
NOTES of M V2Q – 28% CONCENTRATION
T: Orange blossom (Morocco),
Pink peppercorn (Réunion),
When M came out in 2010 I fell in love with it. It became my near signature scent for 8 years. I even proclaimed myself the number one fan. I still keep a bottle in my wardrobe at all times. Even though, like all perfumistas,’ have moved on to many more discoveries.
Now M V2Q has replaced the original with a more modern presentation.
When you first spray M V2Q it goes on strong (which is a plus for me) It only takes a few minutes to fill the room. So be careful and start with one spray, maybe two max. Oh good, a bottle will last a long time.
As you read in the interview above Antoine Lie’s job was to take M from a James Bond, Sean Connery old school vibe to a more modern Daniel Craig vibe. I think Antoine did a great job. Some perfumers find it challenging to work with Puredistance. They give the nose a lot of freedom to create, but you must have the ability to interpret. As is the case here, Antoine was suppose to create a new version of M, but make it more contemporary and emotionally sensitive. When the nose brings something to the table for Puredistance to smell, you won’t get feedback like add more or subtract these notes. Rather you’ll hear make it more contemporary, or add some emotion, it needs more life. The nose is left with the job of making that happen with his or her creativity.
M V2Q remains very masculine, bold, strong and feels elegant at the same time. The patchouli is reduced by quite a bit, which helps reduce the old school vibe out and make it more modern. The introduction of orange blossom and jasmine Sambac really help soften the bold larger than life opening. For me the pink peppercorn hangs on for the life of the scent. I find that interesting because most scents that use pink peppercorn, I rarely smell it past the opening. Thirty minutes in and the cedarwood kicks in and tonka mixes in to ever so slightly sweeten the cedarwood, so the cedarwood doesn’t get too heavy and take over all the wonderful nuances. As the day progresses my appreciation for the scent grew. It feels very comfortable, like being around an old friend. There is zero olfactory fatigue. You will smell yourself all day with only two sprays.
I don’t think there needs to be a comparison conversation on old vs new here. M V2Q stands on it’s own as being new and unique. The only things both have in common are being bold, strong and masculine.
I very much enjoyed the day with M V2Q. For me the longevity is 12 hours plus. You will smell M V2Q on your clothes the next day. I always like that when a scent has that ability. When I grew up in the 50’s and 60’s your clothes always smelled great the next. That’s when great ingredients were common and cheap.
Okay, so is M V2Q good enough to warrant my hard earned money to buy a bottle.
YOU’RE DAMN RIGHT. I will definitely be purchasing a bottle in September when it launches.
In my opinion M V2Q is a more than worthy successor to M.
Thank you Antoine Lie for having the skill and creativity to create this wonderful new M V2Q for Puredistance.