Good fortune, modern mysticism like Viktor&Rolf

For this new campaign, Viktor Horsting and Rolf Snoeren explained that they wanted to “Create a fragrance around the concept of modern spirituality”, combining white magic, lithotherapy, yoga or alchemy. It was singer-songwriter FKA Twigs who posed for the fragrance in an advertising photo shot by Andrew Thomas Huang and published by Inez & Vinoodh; he created the title murder for motivation.

The brand called Anne Flipo and Nicolas Beaulieu from IFF for a ten-year development that involved 3,500 tests. As they say, it is done “Recreate the magic with the enchanting ingredients that enhance the fragrance’s aura”. They used a place “a unique and never before used co-distillate of fennel and gentian flower”together with a “Indian jasmine grandiflorum superinfusion designed exclusively for Good Fortune” eat one “virgin madagascar vanilla”. The composition does not contain any animal ingredients, according to the brand “a first for a beautiful L’Oréal fragrance” (which means it’s really amazing).

The bottle, in the form of a glass ball, made from 15% recycled glass and 100% recyclable (although the pump is sealed), “surrounded by a faceted amethyst cap, a symbol of power and positive energy”. It can be changed on the brand’s website.

Eau de parfum 32 euros/10 ml, 71 euros/30 ml, 104 euros/50 ml, 149 euros/90 ml, refill 113 euros/100 ml

Have got

First impressions

Victory It’s the beginning that best encapsulates the symptomatic cognitive dissonance of today’s major perfumers.

On the one hand, a speech that combines unique natural ingredients that do not smell (and we will never smell really, really bad, they are actually very beautiful), eco-responsible and vegan formula, sprinkled with the esoteric mystique for Westerners in spiritual search.

On the other hand, an olfactory pattern like all the others resulting from the same rigorous testing programs, will result in the same “best-tester” clone: ​​gourmet vanilla, flowers and fruits, covered in amber wood. Addition, production, method: reviewed. Suffice it to say that the co-distilled fennel and gentian in the mouillette are more creative than the press box. It is true that after ten years of development and a lot of experiments, it is easy to imagine that the original concept, without any doubt, has lost some of its character and beautiful raw materials of their beauty .. .

How can the entire company strengthen this process so that many of the necessary actions are taken up (culture, production, motivation, change, innovation of things) eye) seen in the final result, instead of the reduction reduced in the same way. is it the same and can be changed? Mind is open… JD

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