There are times when the most carefully thought out product launch, whether that be perfume or literature, can end up taking on a whole new relevance. What starts out as a focused interpretation of a place or time can, without any preconceived intention, become associated with a completely different subject. When Electimuss London decided to launch their newest perfume, Vici Leather, it was designed to sit comfortably within the existing Nero collection. Samples had been sent out, reviewers had been briefed, and then the passing of the longest reigning monarch shone a different light on this new launch.
The word “luxury” is one that is used very freely in the world of perfume, but it doesn’t always feel as though it suits every intended subject. There are many aspects that can let the whole experience down. This could be an ill-thought-out piece of packaging or, in some instances, scents that don’t live up to expectations. To be a truly luxury brand you need all of the pieces of the jigsaw puzzle to fit together perfectly. One of the most recent examples of a company that has got it exactly right is Electimuss London. Now in its seventh successful year, let’s go back to the beginning and rediscover the indulgently decadent Black Caviar.
