3. Patricia Turck Paquelier

The power behind the perfume

Launching a fragrance may seem simple: design a bottle, fill it with juice, paper the planet with ads. But if you listen to Patricia Turck Paquelier, below, head of the Prestige and Collections International division of L'Oreal in Paris, tell it, creating a fragrance to match the carefully crafted images of designers like Giorgio Armani and Viktor & Rolf is no easy task. After all, designers make clothes for the select few, but a perfume has to appeal to the masses, not to mention the egos of the designers involved.

"We leverage their image in a tremendous way," Turck Paquelier says....

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