It’s not unusual to see numerous fragrance releases from a company in a single year. After all, it’s all about keeping their customers engaged. However, to launch an additional collection of five in one go is a little less usual. It doesn’t happen often because the amount of planning and execution that is required is immense, and it’s also a very risky decision. It takes a brand that isn’t afraid of a little hard work, and that company is LUSH. Their new Florence Collection is a series of five scents that are designed to realign the body's humours. The question is, how would this translate to contemporary fragrance?