Iris Prima is the scent of the ballet as imagined by Penhaligon’s. The British perfume house worked with Master Perfumer and last year’s recipient of The Fragrance Foundation’s Lifetime Achievement Award, Alberto Morillas, to recreate the ballet in olfactory form. Conceptual perfumes are often interesting, particularly when the source of inspiration is experienced through one of the human senses other than smell. Such a fragrance can sometimes be too literal, like a garden-inspired fragrance that smells of roses, which wins no merit points for imagination. At the opposite extreme, over-ambitious ideas sometimes translate poorly, resulting in a sense of disconnection. Since Sarah Rotheram took over the role of Penhaligon’s CEO, the brand has developed a knack for storytelling. Whether it is creating an Indian travel story (Vaara -2013) or collaborating with so-hip-right-now London fashion designers Meadham Kirchhoff (Tralala – 2014), Penhaligon’s is telling new stories that reach out to a more diverse audience, breaking its slightly dusty and traditional mould. Another innovation is the slickly produced videos featured on the brand’s Youtube channel. Why rely on traditional media to convey your story when today’s social media puts you in direct contact with potential customers all over the world? I’m enjoying ... Read More »
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