The present invention relates to the field of organic synthesis. More particularly it provides a process for making aromatic non-conjugated enol esters or enol ethers from an aromatic compound or moiety and a protected enal compound or moiety, such as an acetal or an acylal. The reaction is promoted by a salt of formula MXSUB1-4/SUB, M representing a transition metal such as Zn or Fe and X representing a mono-anion, or by BYSUB3/SUB, wherein Y represents a fluoride or a phenyl group optionally substituted.
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