From strategy to aroma, the innovative story of Aurora García at Myfest Perfumes

Whenever I hear the name Aurora, Sleeping Beauty comes to mind. That's why, when I met Aurora García Rodríguez and her fascination with aromas, everything fit perfectly. Her thing is not the magic of fairy tales, but rather the ability to transform ideas into perfumes and strategies into successes, fusing creativity, knowledge and an innovative vision that is already leaving a mark. Her career speaks for itself, proving that, in marketing and perfumery, there are also talents that make you dream.

A professional with a solid track record in marketing and innovation, specializing in beauty and perfumery. Currently, she is CEO at MYFEST Perfumes, where she brings more than 20 years of experience in brand management, product development and commercial strategy.

For 17 years, she worked at CHANEL in different roles, highlighting her participation as Innovation Catalyst in the Chanel Iberia Innovation Hub, a pioneering project in Europe. Before, she led the Skincare category in Spain and France, directing product launch strategies.

She also shares her knowledge as a professor and collaborator at institutions such as the European University, the Centro de Estudios Garrigues and the Condé Nast College UC3M.

Currently, she combines strategic vision with an innovative approach, always looking for new opportunities in the luxury sector, standing out in KPI management, launch planning and innovation management.

Aurora, with such a solid track record and potential that could have taken you to even more relevant positions, when and why did you decide to start your own business?

The pandemic was a turning point for many, and in my case, it led me to rethink my career and the challenges that really motivated me. It also coincided with an important change in my professional environment. I worked with an incredible team and an exceptional boss who decided to take a turn in her career, inspiring me to do the same.

Sometimes, the necessary push comes at the right time and with the right company. That's how Myfest Perfumes was born, as the result of years of learning, passion for perfumery and the desire to create something of my own. It wasn't just about starting a business, but about giving life to a vision that had been maturing for some time. Myfest is the sum of everything I've learned and the desire to continue innovating in a sector that I'm passionate about, becoming the most exciting chapter of my career.

You have in-depth knowledge of a sector as competitive and saturated as the perfumery sector. What makes Myfest different and what innovations have you brought to the table to make it stand out?

Throughout my career, in addition to my experience in marketing and business strategy, I have trained specifically in perfumery to understand this sector in depth. I have taken various technical courses, including an exclusive training course at ISIPCA, one of the most prestigious institutes in perfumery worldwide. For me, it was essential to go beyond the commercial approach and delve into the art and science of fragrances.

From the beginning, it was clear to me that Myfest had to bring something new and different. I analysed the market and detected an opportunity in the format: traditional perfumery had barely explored the roll-on, despite its advantages. I opted for this innovative format, which allows for a higher concentration of essence and better fixation on the skin. With just two drops, the perfume lasts longer and fuses better with the skin, offering a more intense and personalized experience.

As you mentioned, the format is already exceptional, but what can you tell me about the fragrances themselves?

What sets us apart is the quality and naturalness of our essences. We carefully select the best ingredients to achieve pure and sophisticated fragrances. In addition, the entire formulation and production process is carried out in Spanish laboratories, where we are committed to the excellence of our local industry and its talent.

We have created eight exclusive formulas that can not only be used individually, but can also be mixed together or combined with your usual perfume to give it a personal and exclusive touch. Our goal is for each person to be able to create their own aroma, adapted to their style and personality, and stand out from the rest.

Our collection includes classic and elegant notes such as Bergamot, Lavender, Roses, Jasmine, Vetiver and Vanilla, along with Musk, known for its depth and sensuality. And, to give it a fun and fresh touch, we have incorporated the aroma of Strawberry Gum, which is having a resounding success due to its casual and unique character.

The fragrances are presented in boxes of 4, 6 or 8 essences that you can combine or repeat according to your preferences. In addition, the 10ml bottles are practical and perfect to carry in your bag, allowing you to enjoy your favorite aroma at any time of the day.

Combining and enhancing to create a personal seal through a unique perfume is what makes our brand unmistakable.

I have a great curiosity and I want you to clarify it for me: Is the same aroma perceived in the cold lands of Alaska as in the scorching Sahara desert?

Temperature directly influences the volatility of aromatic compounds, determining how we perceive a fragrance. In hot climates, heat accelerates the evaporation of perfume molecules, intensifying its aroma, although reducing its duration. In contrast, in cold temperatures, evaporation is slower, which prolongs the fragrance, but with less initial projection.

To preserve its properties intact, a perfume must be stored in a stable environment, ideally between 15 and 22 degrees. In warm regions, heat can degrade certain compounds, but higher ambient humidity favors the diffusion of the aroma. In contrast, in cold climates, the fragrance is perceived with less intensity, since the low temperature slows down evaporation.

An example of the importance of perfume in culture is the Arab world, where intense aromas symbolize power and status. So much so that some people use specialized refrigerators to preserve their most valuable fragrances at the optimal temperature, ensuring that they maintain their character and complexity.

How do you imagine the near future of Myfest Perfumes?

Although we have only been on the market for a short time – just two Christmases – we have achieved great media coverage, thanks to our innovative concept of roll-on perfumes that can be combined to create exclusive fragrances, as well as the carefully crafted and ecological design of our packaging.

Currently, our fragrances are available on our website and we have already begun to introduce ourselves in some points of sale. We are actively working to expand our presence in strategic spaces that reflect the essence of our brand. We believe that this is the ideal time to boost our growth without compromising our identity. We have the interest of several investors and we are carefully evaluating the best strategy to expand sustainably, ensuring that Myfest Perfumes retains its value and exclusivity.

Just as Aurora did not need a prince's kiss to awaken her creativity, Myfest Perfumes does not need fairy tales to shine in the market. With an innovative approach, a sustainable approach and a clear vision of the future, its trajectory shows that perfumery can be both an art and a well-executed strategy.

The scent of success is already in the air... and it certainly bears the Myfest seal. We will be keeping an eye on the next chapters of this olfactory story!