Jovoy – Touche Finale

An art critic Robert Hughes once stated in the Time Magazine that the greater the artist, the greater the doubt. In his opinion, the perfect confidence is granted to the less talented as a consolation prize. There is no doubt that the uncertainty pushes the creators further, doubt makes an artist to continue the path, prioritize the progress, and pursue perfection. The greatest works of art will remain always undone.

A sense of doubt is something common within creators, the producers of art. This overwhelming feeling takes over and confuses the creators, fuses, and makes the way towards the final goal unclear. “Our doubts are traitors, and make us lose the good we oft might win, by fearing to attempt,” wrote William Shakespeare in his Measure for Measure. To continue and reach the finish line, the artist shall trust their intuition and keep a clear vision while finalizing their work of art. And to keep that vision clear, each artist has its own ways to prepare, own rituals he or she carries out, where a seduction of one’s soul is always involved, a right appearance that is kept under an eccentric control, with the slow dressing and make up involved, where the ‘final touch’ of a preparation is a very light pad of powder and a spray of a perfume, so that the main character can slay away straight on to the stage.

At this point, from this point and precisely this point is captured in a perfume bottle by Jovoy. “Touche Finale” is an olfactory depiction of the very last stroke that makes a masterpiece final, a very last needed touch to complete the aesthetic appearance. An appearance that shall be appreciated primarily for its beauty and emotional power.

This is a paradox of an artwork. On the one hand, when work is done, it’s done. It is signed, sealed, and delivered to the public domain. On the other hand, the work of art never stops; it gains another status quo in public. It floats and infuses through the audience, mixes with different identities, gives and takes, transforms into something new, into another.

The audience will smell, interpret, use, reinterpret, spray too much, and maybe misinterpret. The artwork will gain an infinite status, an endless process of a never finished piece…

Even when the last stroke has been given to the picture, even then the perfume has been consumed, and the last spray has been evaporated, the legacy will carry on, the sillage will remain, if not in the air then in the memory lane. And the paradox of art will stay mysteriously the same.

Touche Finale – The Product


Article written by Julia Ahtijainen – The Frankly Speaking