Frédéric Malle is a perfume house which flies under the radar. They don’t advertise at all, and people learn of their products only by word of mouth. Their flagship shop, in Saint-Germain, is very discreet: there is no sign, so one could easily miss it altogether. Their packaging is entirely in keeping with the above – restrained, but enigmatic. The colour scheme is always the same – black and red, a striking combination that recalls French book covers. With this approach, Frédéric Malle appear to suggest that theirs is an erudite profession, akin to connoisseurship.