Rose gets a modern twist with Arylessence’s new scent collection
According to the company, its new rose scents are lighter and fresher than the traditional, more cloying rose fragrance that consumers may be used to.
“These new fragrances aren’t your grandmother’s rose… Different from traditional cloying rose scents they will transform the way consumers think about rose fragrances,” said Arylessence’s chief perfumer Bruce Garlick.
Highlight qualities of the natural rose
With four scents currently in the range, the company’s team of perfumers have attempted to bring out some of the qualities of the natural rose fragrance often lost in more traditional interpretations by adding spices, berries and fruits.
Black Rose has been combined with deep blackberry notes to add depth to the rose fragrance, and perfumer Monica Burke explained in a company video that tying the sense of smell to something visual can help individuals appreciate and relate to the fragrance.
“If you call it the black rose, people are already expecting a dark and mysterious rose,” she said.
The Peppercorn Rose includes notes of peppercorn and other spices in attempt to bring out an inherent peppery quality to the rose, Burke explained, whereas Lychee Rose has been designed to capture the moisture and dewey quality of the flower. Honey Rose has been blended with floral notes and honey to conjure up a sun-filled summer garden, the company claims.
Arylessence’s new range can be used in beauty and personal care products, as well as air care and household products.
According to the company’s director of marketing Lori Miller Burns, rose is making a comeback as many of the trendsetting industries are looking to the past for inspiration.
Nostalgia has been flooding the world of fashion, she said, explaining that the fragrance industry’s move to reinvent the classic rose has taken much of its inspiration from this arena.
In household and air care the increased freshness of these rose scents is likely to improve uptake, and in skin care it is the association with rose as a beneficial cosmetics ingredient that can be called upon to drive uptake, she added.
According to Miller Burns, rose is a good skin emollient and has anti-inflammatory properties, suggesting the fragrance would be a good accompaniment to a skin care range.
