For this new launch, Viktor Horsting and Rolf Snoeren explain that they wanted “create a perfume around the concept of modern spirituality”, mixing white magic, lithotherapy, yoga or alchemy. It is the singer-songwriter FKA Twigs who embodies the image of the perfume in a publicity clip filmed by Andrew Thomas Huang and photographed by Inez & Vinoodh; she also created the title killer for the campaign.
The brand called on Anne Flipo and Nicolas Beaulieu from IFF for a development that lasted ten years and involved 3,500 tests. In their words, creation “reinterprets the art of magic with bewitching ingredients that heighten the aura of the fragrance”. They used a “exclusive and never before used co-distillate of fennel and gentian flower”mixed with a “Indian jasmine grandiflorum superinfusion designed exclusively for Good Fortune” and at one “responsibly sourced creamy Madagascar vanilla”. The composition does not contain any ingredient of animal origin, which would constitute according to the brand “a first for a luxury L’Oréal fragrance” (which also seems very surprising).
The bottle, in the shape of a crystal ball, made from 15% recycled glass and 100% recyclable (although the pump is sealed), is “surmounted by a faceted amethyst cap, a symbol of power and positive energy”. It is customizable on the brand’s website.
Eau de parfum 32 euros/10 ml, 71 euros/30 ml, 104 euros/50 ml, 149 euros/90 ml, refill 113 euros/100 ml
Good Fortune is arguably the launch that best embodies the symptomatic cognitive dissonance of mainstream fragrance brands today.
On the one hand, a discourse combining exclusive natural ingredients that have never been smelled (and that we will never really smell, too bad, they are surely very beautiful), eco-responsible and vegan formula, all sprinkled with esoteric mystique for Westerners in search of spirituality.
On the other, an olfactory profile similar to all the others resulting from the same intensive test programs, resulting in the identical “best-tester” clone: gourmet vanilla, floral and fruity, coated in amber woods. Addiction, performance, wake: checked. Suffice to say that the co-distilled fennel and gentian are more discreet on the mouillette than on the press kit. It is true that after ten years of development and as many tests, it is easy to imagine that the initial idea, undoubtedly very creative, must have lost some of its singularity and the beautiful raw materials of their brilliance…
How could the industry as a whole manage to influence this process so that the many virtuous initiatives taken upstream (culture, production, sourcing, transformation, innovation of raw materials) are more reflected in the final result, instead of finishing reduced to the same type of uniform and interchangeable formula? The reflection remains open… JD
We would like to thank the writer of this short article for this outstanding material
Good Fortune, modern mysticism according to Viktor&Rolf – Auparfum
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