Weleda is in the process of rolling out its first fragrance range, Jardin de Vie. The new launch is not Weleda's first experience in fragrance however; the brand launched a Lavender Water in 1932 and an Eau de Cologne in 1933, which were both discontinued over time.
The three new scents, Rose, Agrume and Grenade, are said to fall under a new fragrance category created by Weleda, eaux naturelles parfumées. The sprays are said to be lighter than a traditional edt and more akin in strength to an edc.
Rose is a floral scent with rose, geranium and ylang ylang blossom; Joy comprises notes of seea buckthorn, grapefruit, mandarin and sandalwood; finally Grenade carries scents of organge, oriental davana and vanilla.
Commercial Director Jayn Sterland said: "As humans we have an inner affinity to natural scents and we react or respond particularly well to them. Natural essential oils are not dead or inert materials – they have a multi-layered vitality and complexity, and can have a more intense impact on our emotions and affect us in a much more holistic manner, due to their sophisticated composition. They trigger a completely different response to artificial scents."
