Every perfume company longs to create a fragrance that stands the test of time. Recent releases are considered timeless if they last ten years, but a scent that manages to reach its two hundred and thirtieth birthday is most definitely legendary. A favourite of soldiers returning from Germany, and possibly the ultimate refreshing cologne, I’m talking about 4711. Originally launched in 1792, the difficulty of following up a worldwide hit is the double edged sword that comes with success. 4711 tackled this head on and when they started their Remix collection, and this year’s grapefruit explosion is destined to continue the tradition.
When a company tries to reinvent itself for a new generation the results can often be decidedly mixed. The brand may veer off into unfamiliar territory or accidentally alienate their current customers, neither of which is a desirable outcome. One company that have absolutely achieved this reinvention however is 4711. Arguably the most famous cologne in the world, their yearly limited edition Remix Cologne collection continues to captivate both existing and new fans, to the extent that it’s now become a permanent addition to the catalogue. So, let’s get up to speed by discovering the 2021 edition, and join in the celebration of neroli.
Summer is the time of the year when we all hunt out the latest effervescent spritz to accompany us through another beachside holiday or weekend getaway. This year might see our vacation being considerably closer to home, but that doesn’t have to stop us creating our own little bit of sunshine. The fragrances that come out at this time of the year are all traditionally designed to uplift and energise us, and there is one company that has once again absolutely delivered on this promise. Now in its third year, Mäurer & Wirtz have released their latest 4711 Remix Cologne, and this time it’s a twist on the classic lemon.
Reinvention is something that we all must secretly wish that we could do at some time or another but it’s a concept that can be very dangerous for a perfume company. Many brands survive because of the loyal following of its fans and, if you start to alter things, they can easily start to look elsewhere for their fragranced fix. One company that has successfully managed to reinvent itself, and still kept hold of its followers, is 4711. The idea of modernising their classic scent may have seemed like sacrilege to many but, once again, this year’s Remix Cologne has been handled with a lot of tender loving care.
If you were asked what the most famous cologne in the world is then the chances are that 4711 would probably come to mind. This classic cologne has been a favourite since it launched back in 1792 and it became a regular gift for soldiers returning from Germany to give to their wives, even well into the 1970s. Originally created by Mülhens but now owned by Mäurer & Wirtz, 4711 has had numerous companion fragrances in the past but this year sees the beginning of a new seven-year series called 4711 Remix Cologne. Described as “tangy, loud and fresh”, let me introduce you to this year’s orange inspired interpretation.
