Lourenço Lucena


CEO, BLUG Group and Perfume Composer at L’Parfumeur



Lourenço Lucena is a man of many talents. With a professional path in the field of marketing, communication, and brand management, and a wealth of professional experience working with some of the most respected Portuguese advertising and branding agencies, Lourenço Lucena also studied as a perfumer in Paris. He is currently the only Portuguese member of the Société Française des Parfumeurs.

Motivated by a triumvirate of passion for brands, perfumes, and art, he founded BLUG in 2001, a Lisbon-based branding and communication consultancy with a unique multi-sensory approach. Outside the office, Lourenço has hosted art events in and around Portugal, and his own brand of perfumes, L’Parfumeur, has been developing bespoke fragrances since 2006. More recently, Lourenço has begun sharing his knowledge and love for perfumes through workshops, masterclasses, and scented dinners, doing his part to make the world a more beautiful—and beautifully scented—place.

Last year, Lourenço debuted his “10 Commandments,” a collection of the qualities he believes we each need to cultivate in order to create a better future for humanity. Each of these was tied to a symbolic scent and a dinner course during a multi-sensory meal at the House of Beautiful Business.

We are looking forward to welcoming him again, this time for the Sensing the Future dinner and talk together with House Resident Kim Arazi.