Ultrafemme celebrates 45 years as the center for luxury in Cancun with an olfactory journey through the history of perfume

In celebration of Ultrafemme’s 45th anniversary, co-founder Elena Villarreal shared her love and passion for haute perfumery by creating an Atelier Du Parfum in the group’s flagship store.

Ultrafemme, a benchmark for luxury and tradition in retail based in the center of Cancun, Mexico, celebrated 45 years in business by creating a breath-taking Atelier Du Parfum, a museum that charted the history of perfumery, in a space dedicated to the art of perfume making.
Perfume has been the heart of Ultrafemme since Elena Villarreal Carrillo and her husband José Garcia opened their first store more than four decades ago.
Pioneer retailers with a distinct vision, their stores flourished and are today at the center of Grupo Ulta, an organization that encompasses retail, real estate and luxury design divisions spread over seven Mexican states.
The retail division carries more than 300 luxury and prestigious brands: the Ultrafemme stores, a destination in themselves, specialize in the top names in beauty; Ultrajewels is a leader in the sale of watches and jewelry from well-known brands such as Rolex, Cartier and Patek Philippe. Ulta also operates prestige boutiques, representing such icons as Longchamp, Pandora, Cartier and Montblanc, among others.

To celebrate its momentous milestone, Ulta designed a sensory experience at its Luxury Avenue Boutique Mall, which ran from December 2021 through mid- January 2022.
With the objective to share her love and passion for perfume, Elena Villarreal curated a visual and olfactory journey through which visitors had the opportunity to learn about each of the ingredients of haute perfumes. Through six olfactory tables, the Atelier Du Parfum examined the mystery of the citrus, floral, woody, chypre, oriental and fougére fragrance families.

Ultrafemme’s Atelier Du Parfum created a space dedicated to the art of perfume making, highlighting six fragrance categories.

The Atelier also introduced interactive olfactory experiences designed to provoke unforgettable emotions and inspire an understanding of the complexity of perfumes and the powerful craft of the perfumer.
In a feast for the eyes, especially since it was the festive season, Ultrafemme added an exhibition of 13 Christmas trees designed by 13 of the perfume houses that have been a fundamental part of the history of high perfumery around the world, and which trusted Grupo Ultra from its beginning.
In this way, Ultrafemme says that it was “honoring the memory of master perfumers who have dedicated their lives to this fragrant trade and who have managed to transport us to unique places in our memories.”
Understandably, perfumes were “the guests of honor” at the Ultrafemme celebration, being such an integral part of the company’s history. Among them were the fragrances of Carolina Herrera, Loewe, Dior, Montblanc, Tous, D&G, Shiseido, Sisley, Creed, Givenchy, Acqua di Parma, Hermès, Tom Ford and Seajewels: Ultrafemme’s own perfume inspired by the Mayan Riviera.
With this unique, memorable celebration, Ultrafemme says that it reaffirms its commitment to the luxury and beauty industry in Mexico and strengthens Cancun as a key city for the economic development of the country. 

Ultrafemme added an exhibition of 13 Christmas trees designed by 13 of the perfume houses that have been a fundamental part of the history of high perfumery around the world.