6.1.09

Favourites: Scents

The thing I have learned about scents is that it really isn't all about the smell.It is about the packaging, the bottle, identification with a particular brand and advertising.

Sure, the bottle of Chloe parfum that my boyfriend gave me for my birthday smells how I imagine pretty girls should smell, but that's not where my love for the lovely scent ends. The ballerina pink box that contained my sweet gift is brilliant in its simplicity bearing no fussy imagery or graphics, rather it simply features the brand logo "Chloe". Inside the packaging is no hyperbole about the scent being composed of peony, lychée and freesia with notes of rose, magnolia and lily of the valley with an amber and cedar wood base. The brochure describes the uniqueness and craftsmanship of the bottle and that the parfum captures "the house of Chloe spirit, effortless chic and femininity". That and Chloe Sevigny and Clemence Posey are in the advertising campaign makes me want ot go out and buy a whole wardrobe of soft pastels and florals and be soft and feminine.

Before Marc Jacobs decided to go crazy with the Daisy package, making it black with silver daisies on the lid, this was a favourite of mine. The photography for the campaign harked back to William Eggelston's sun-bleached late sixties imagery. The inspiration for the name was Daisy Buchannon of F. Scott Fitzgerald's The Great Gatsby as well as the idea that daisies themselves have no fragrance. With no fragrance these whimsical flowers conjure up images of innocence and youth and a fragrance was created based on these associations.

I have already written about Miss Cherie by Dior, a fragrance which I purely like due to Sophia Coppola's beautifully directed advert. I haven't even smelt this stuff.

When I'm 40 I'll buy this. It's far too mature for anyone younger than that - unless you were born a century ago. The bottle is the standard for classic and chic when it comes to perfume.

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