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'Balzac' Perfume Brand Gets Second Life

A new fragrance store named after the early 19th-century label is due to open in Paris on March 25.

PRESENT TENSE: French entrepreneurs Victoire de Taillac and her husband Ramdane Touhami hosted an intimate dinner party Wednesday night in Paris to celebrate Buly, their new fragrance brand and retail concept.

Named after the perfume label dating from the early 19th century that inspired Honoré de Balzac’s novel “César Birotteau” and helped establish French perfumery, their shop is slated to open at 6 Rue Bonaparte on March 25.

The soirée’s guest of honor was Arnaud Montebourg, France’s Minister for Industrial Renewal.

“[Buly’s] revival makes sense relative to the future,” he said, explaining it’s important to rediscover roots that helped grow today’s industry. Speaking at the chockablock dinner table, he added that Buly embodies “how France preserves its savoir-faire and at the same time modernizes it.”

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