In today’s fashion universe a self-discerning brand requires a fragrance, preferably one that bears the olfactory hallmarks that make it a true classic. Treading the trail of fragrances for the very first time is Italian fashion brand Liu Jo. Already a household name on home turf among a diverse demographic, the brand projects an appealing image of an independent woman who celebrates her femininity and style from a modern perspective. Liu Jo’s collections pair these values with hints of romance and frivolity, and are known for their meticulous detailing. The fragrance is very much an extrapolation of these values, and quite similarly its formula has been masterfully tweaked to fit the profile of today’s savvy women. The notes of a classic floral bouquet have been rearranged and infused with a contemporary blend of elements.
The alluring characteristics of Egyptian jasmin, ylang ylang, peach, patchouli and lily of the valley are infused with an mosaic of lighter, fruity notes such as lychee, raspberry, tangerine and bergamot as well. The result is a delicate yet sparkling perfume with a distinct oriental touch. It captures the essence of the modern Liu Jo woman while fully acknowledging the female identity. Equally meticulous attention has been given to the perfume bottle and packaging. The square-shaped bottle comes with a golden cap, embossed with a chain motif. On one side a ring around the bottleneck extends – through a ledge embedded in the glass surface – to the center of the bottle, where at the very end a glittering stone alluringly dangles. Liu Jo’s new fragrance comes in three different sizes of Eau de Parfum, and is supplemented by a body lotion, a shower gel and a deodorant spray. Next to Italy, the fragrance will be launched exclusively in the Netherlands and Belgium in May 2014, before being introduced elsewhere. Liu Jo has ambitious plans to expand globally and from a marketing perspective the new fragrance line is likely to spearhead entry of the fashion brand into promising new markets.
The face of the perfume is model Natallia Krauchanka photographed by Claudia and Ralf Pülmanns.
Liu Jo is available in Amsterdam starting May, 2014 week 22 ,at Ici Paris XL