Alternative spins on established styles are one way that the perfume industry continues to reinvent itself with each new release. Whether this is a particular fragrance family, a worldwide bestseller, or even a specific ingredient focus, it’s the new presentation of something which has a familiarity that often grabs the attention of customers above a wholly new idea. There are few perfume inspirations that haven’t been done in one way or another other in the past, but the new Artemis from Soki London absolutely lives up to the well-known adage that “if you go down to the woods today, you’re sure of a big surprise.”
We place a lot of importance on words and titles in everyday life, and the same is also true in the world of perfumery. The difference with the latter though is that words can very much be open to personal interpretation. If you think about “note lists” versus “ingredient lists”, “fragrance families” versus “fragrance styles”, or even “eau de parfum” versus “eau de toilette”, you’ll begin to see how it’s not as clear cut as it might first seem. So, this brings us to the latest release from ånd fragrance. Cåke is the name but, if you’re expecting a gourmand overdose that means a trip to the dentist, then you’ll be happily relieved.
There are two ways that a perfume company can approach new launches; they can either machine gun them out as fast as possible or take a more measured approach. The former is guaranteed to generate sales, but it’s the latter that’s more likely to also create loyal followers. The market is saturated with new releases every month, and so gathering this fan base is vital. That’s the direction that ånd Fragrance have taken under the ever-watchful eye of founder Simon Constantine, and 2023 sees a new perfume join the collection. So, with Brazilian rosewood under the spotlight this time, it’s time to discover Bårk.
Whenever I interview people for “Stephan’s Six”, the question about their first scent memory often gravitates towards deliciously scented food. The aroma of fresh bread, the sweet scent of buttercream, or even zesty homemade lemonade, these subconscious childhood fragrances can really shape our future perfume preferences. No one can forget the experience of biting into an unripe gooseberry, or getting to lick the uncooked cake mix off the spatula, so finding all of these sensations combined in a perfume is an unexpected treat. Får from ånd fragrance is the latest in their collection, and it’s every Bake Off fan’s dream.
The world of fragrance is really starting to focus on commitments to sustainability, eco consciousness, and plastic reduction. Well, to be honest, the majority of companies are just hopping onto the bandwagon with the minimum input so that they can use the “buzz words” in their marketing. Sustainability does not just mean recycled glass, and eco consciousness goes far beyond merely removing cellophane from your perfume box. However, one company that has absolutely committed to these pledges is ånd fragrance, and their Sånd perfume shows that environmental concerns and incredible fragrances can definitely go hand in hand.
The past twelve months have certainly not been what any of us could have expected. January started off with all of the usual excitement but, very quickly, the world changed dramatically. With restrictions, lockdowns, and a mammoth shift in our everyday lives, it would have been easy to just pull the covers over our heads... but we all soldiered on. The situation was certainly not easy for the fragrance industry either, but they still managed to launch some spectacular products. As we approach the end of 2020 I thought it would be a good moment to look back at twelve months of articles, channel my inner Blyton, and pick My Favourite Five.
An aspect of daily life that recent months has highlighted is one of community. Neighbourly support mechanisms were suddenly brought back into service, and many wondered why we had allowed them to disappear in the first place. When it comes to business, this idea of support is called Corporate Social Responsibility, but often amounts to nothing more than bucket rattling. One company that's shaking up the perfume industry’s perception of “giving back” is ånd. Under the direction of Simon Constantine, it’s time to discover how fragrance can offer independence and also bask in the beauty of Båre.
