MaxMara has unveiled a major new fragrance, Le Parfum. The fragrance is the first launch for the Italian fashion brand since Selective Beauty acquired the license in March 2006 and is described as its most high profile launch to date. Selective Beauty is hoping the new fragrance will raise awareness of the brand, particularly in the UK. “MaxMara has so much potential to grow in the UK,” said Shelley Smyth, UK md, Selective Beauty.
Le Parfum, a spicy musky floral, created by Firmenich’s Vincent Schaller opens with notes of pink pepper, Mirabelle plum and nutmeg flower accord. The nutmeg is said to represent the masculine stitching used by MaxMara as nutmeg is more ususally used in masculine fragrances. The top notes are balanced by a floral heart of freesia, tiare flower and an essence of Moroccan rose while the woody base is comprised of lime wood, palissander wood, sandalwood and musk. Schaller took the unusual step of using 60% of musk in the fragrance, compared to the typical 20-30% contained in feminine fragrances.
The teardrop-shaped bottle is available in three sizes and is designed to lie flat on a dressing table, although the 100ml features a glass stand created to showcase the bottle on a woman’s dressing table. Each bottle features a hand- finished ribbon to highlight the fashion house’s couture credentials.
“I hope this fragrance will open the door for more spicy fragrances for women, just as Angel opened the way for gourmand fragrances,” Schaller told SPC. “It was a risk but I wanted to do something different and create an original and unique fragrance.”
Schaller also revealed plans to create a series of fragrances inspired by the Le Parfum concept. “I want to take the opportunity to create more fragrances in a different manner – we are already working on the next generation to Le Parfum.”