Givaudan is behind the new H&M fragrance wardrobe launch

31-Jul-2018 - Last updated on 31-Jul-2018 at 15:19 GMT

image courtesy of H&M

This month, the fast-fashion retailer announced a collection of 25 scents intentionally blended to coordinate with the company’s existing fragrances. The new Eau de Toilette and body mist collection will go on sale next month.

“I had the most inspiring time working with H&M…for this project,” Givaudan perfumer Nisrine Grillié, tells the press. “It was always going to be a good challenge given the comprehensive range but in the end, I believe the H&M fragrance collection is a beautiful and versatile symphony of fragrances.”

Personalization

The collection is meant to be an avenue for fragrance consumers to travel along and find a scent that feels personalized and occasion-appropriate. As the retailer’s press release states, “the H&M fragrance collection features a wide range of different scents with high quality and affordable prices, providing a multitude of opportunities for everyone to find their own special scent.”

The fragrance wardrobe idea has been gaining ground for years now. Indie brands like Pour le Monde developed their collections with so-called lifestyle scents in mind, as Cosmetics Design reported. And now fragrance layering has become a popular way for consumers to personalize their scent; it’s even being encouraged by personal care brands. Layering body washes or hair care products is the new ‘rinse and repeat’.

“Scent has become an important part of fashion,” explains Sara Wallander, concept designer for H&M Beauty, in the retailer’s media release. “We’re so happy to be offering such a wide range of truly unique fragrances with many different notes. Customers can play around with the different fragrances across the three groups, to find a scent they love and identify with. It’s like building personal style, which is always a fun and exciting journey.”

Formulation

The forthcoming fragrance collection comprises 25 fragrances across three concepts. There are 10 ‘singles’ (fragrances that have been blended to feature one note quite prominently), 10 ‘reveries’, blends meant to evoke a sort of character or feeling; and 5 ‘essences’ that feature “a key ingredient of the finest quality” (such as sandalwood, patchouli, or rose).

“We focused a lot on high quality ingredients, from the single note fragrances to the contemporary blends and the more nuanced perfumes that really highlight the origin of the key ingredient,” says Givaudan perfumer Olivier Pescheux in his comments to the press.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

He adds, “It has been an honour to collaborate with H&M and alongside my colleague Nisrine for this exciting fragrance collection.”