Alexander McQueen teased the launch of the brand’s new perfume through a series of posts across social media yesterday. A banner image, as well as gorgeous visual campaign, herald the forthcoming McQueen Parfum, described as The Signature Scent for Women alongside the hashtag #BLOOMATNIGHT.
The name of the fragrance appears to be simply: McQueen Parfum. Details are scant, yet a 15-second video, as well as some stunning visuals, suggest that the perfume will be a white floral bouquet, with jasmine sambac, tuberose and ylang-ylang featuring amongst the notes.
Those of you that haven’t read Septimus Piesse’s seminal 150 year old text, The Art of Perfumery, should pick up a copy and absorb it. Piesse was a British perfumer far ahead of his time. He wrote that “scents, like sounds, appear to influence the olfactory nerve in certain definite degrees.” – an idea that I explored back in the first issue of ODOU.
Lenor in Japan took his concept of scents on a scale, and the concept of a perfumery organ, one step further – creating a literal Perfumery Organ, an instrument that plays both sound and smells.
Earlier this year, in New York Fashion Week, Marc Jacobs launched a Popup store in which you could exchange tweets for Marc Jacobs Daisy goodies. Last week they brought the concept to London’s Covent Garden.
It’s very simple: share a tweet with #MJDaisyChain hashtag, and you collect a free deluxe sample of one of the Daisy family of fragrances.
Gorilla Perfume is bathtime favourite Lush’s fragrance arm. Every new collection is matched with an exhibition scented with the perfumes in the range. Last year’s Gorilla Perfume Gallery in Shoreditch also had a re-focus on the original Gorilla Perfume collection. This year the gallery popped up in the basement of Phonica Records on Poland Street.
Whilst the transmission of smell is currently impossible, instructing a device to release an odour which is stored inside it has become a reality. The past few weeks has seen a fair bit of buzz around the oPhone and the oSnap messaging app it works with. The oPhone itself is a wonderful, simple concept: a telephone that releases aromas, which are linked to photos tagged by the sender. The first set of aromas that can be delivered are food and coffee related.
If you’ve been reading reviews of Papillon Perfumery’s first trio of fragrances (I’ll be reviewing my personal favourite, Angelique, soon here), you’ll have noticed that the way perfumer Liz Moores has gone about launching her brand is with a brilliant utilisation of new media, an area that most brands still struggle to comprehend.