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 MX.sub.1-4, M representing a transition metal such as Zn or Fe and X representing a mono-anion, or by BY.sub.3, wherein Y represents a fluoride or a phenyl group optionally substituted.