Mavive launches first line of BMW-branded fragrances

Venetian perfume producer Mavive and German automotive group BMW have reached the first milestone in the licensing agreement they signed in 2023. After two years of development work, they have launched the first perfume collection for the BMW brand.

The perfumes are called Bergamood and Amberness, and they embody the concept of Freude, BMW’s foundational value: Freude translates as the joy of living every moment to the full, the joy we carry in our hearts that propels us into the future. Mavive has interpreted this concept by adopting an innovative applied-neuroscience method that stimulates positive emotions through our sense of smell, creating a sensory experience that goes beyond fragrance, as Mavive and BMW stated in a joint press release.
 
Mavive, owned by the Vidal family and a producer of high-quality fragrances for over 120 years, has joined forces with Swiss group DSM Firmenich to tap the ‘Emotiwaves’ technology, based on cutting-edge, patented and certified neuroscience research. Emotiwaves influences and amplifies emotions by means of natural ingredients.

“Developing Amberness and Bergamood was an exciting challenge. Mavive, with its innovative vision, has always tried to push the boundaries in the fragrance industry. We are proud to have translated this synergy into a unique sensory experience, a call for freedom of expression,” said Marco Vidal, CEO of Mavive S.p.A., founded in 1986 by Massimo Vidal and a spin-off of the family’s Vidal Profumi company.
 
The two genderless perfumes have been created by fragrance designers Frank Voelkl and Alexandra Monet. They are priced at €62 for the 50 ml bottle, and €85 for the 100 ml bottle. They can be used individually or as a blend. The bottle is characterised by a clean, minimalist design in clear glass with a white label and a black cap embossed with the BMW logo. The bottle’s cylindrical shape evokes the iconic BMW Headquarters building in Munich. The packaging is elegant and streamlined. 
 
Bergamood’s top notes feature Italian bergamot and mandarin, and pink pepper; the heart notes are characterised by Paraguayan petitgrain oil, helvetolide, and lavender; the base notes consist of anthamber and ambrox. Amberness is instead characterised by top notes of Italian bergamot, Guatemalan cardamom and French Clary sage; by heart notes of Egyptian geranium, Haitian vetiver and vanilla from Madagascar; and by base notes of Australian sandalwood and ambrox.
 
The Mavive group manages an extensive portfolio of mass-market, prestige and niche fragrances. It is present in over 90 countries and has recently launched a new proprietary brand, Spezieria di San Marco – Venezia 1437.
 
BMW Group is one of the world’s best-known automotive manufacturers, producer of luxury cars and motorcycles, and a premium financial services provider. The group operates over 30 manufacturing sites worldwide, and its commercial organisation covers more than 140 countries. In 2024, BMW sold more than 2.45 million passenger vehicles and more than 210,000 motorcycles worldwide. In fiscal 2024, the group recorded a pre-tax profit of €11 billion, and a revenue of €142.4 billion.