NEWS

Floral Street channels Vincent Van Gogh’s Sunflowers in first of its kind fragrance partnership

Published on: 2nd August 2021

The independent, sustainable British Brand, Floral Street has struck up a collaboration with the internationally revered Van Gogh Museum in a deal that will see fine art meet fine fragrance for the first time.

Under the partnership, Floral Street has developed a new fragrance that channels the Dutch artist’s passion for the natural world and nature, ‘bringing to life the optimism of one of the world’s most famous masterworks in both scent and floral design,’ taking on the fragrance and artistic appeal of Van Gogh’s Sunflowers.

Described as a fruity-citrus fragrance, the new launch is both a vegan and cruelty free, luxury eau de parfum that ‘arrives bursting with rays of optimism,’ as intentioned by its creator, the master perfumer, Jerȏme Epinette.

Epinette is known for his mastery of sustainable natural raw materials, which are traceable from source to scent.

“The idea was to capture the vibrance and beauty of the South of France, while also somehow painting the passage of the day. I started with an impactful top where a burst of morning sun comes alive in the citrus and fruits, while the heart brings the heat of the afternoon with a rich and colourful floralcy,” said Epinette. “The back then carries us into early evening with a poppy sweetness and a touch of unexpected warmth that makes it fun, yet truly luxurious.”

Ian Wickham of Licensing Link Europe, said: “This is the first product to launch within the Floral Street range of personal and home fragrances and we are super excited by the reaction the product is getting from retailers around the world.

“What Floral Street has delivered is a superb example of an incredible quality product created through a thorough understanding of the story behind Sunflowers and then delivered in a completely sustainable way – even the packaging cartons that hold the bottle are fully biodegradable and can be reused as seed planters once finished with.”

Among the ingredients used in the fragrance is natural bergamont fro Calabria in Italy to provide a fresh, peppery herbaceous scent “that is lightly sweet and brings a unique sparkle to this citrus composition,” as well as mandarin which brings a bright, summery hue to the fragrance.

The perfume also features a warm honey accord – a nature identical, vegan synthetic blend created to mimic the aroma of fresh honey, and a Bellini accord – described as “a fantasy note that brings an effervescent ‘pop’ to the perfume.”

The new Sunflower Pop fragrance is available from August 1st, 2021, on www.floralstreet.com, in the Van Gogh Museum and retailers worldwide.

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