In anticipation of the launch, Herman let Fashionista in on what went into the development process for the fragrances, how creating wearable scent is different from making candles and why the brand prioritizes a "genderful" approach to its products. Read on for the highlights of our conversation.Personal fragrance has always been the next natural step and is, in a lot of ways, the best articulation of our values.
Working in fine fragrance, which we are calling Cologne de Parfums, it opens up a new palette of scent notes. We get to use the highest-quality fragrance and natural materials of advanced master perfumery, things that are more rare and expensive than we're able to explore in candles. Home fragrance and personal fragrance are different — we may do some crossovers in the future, but right now we're too excited to explore new ideas rather than rest on past successes.
Olfactive, it's a totally different experience. You're smelling the fragrances on yourself and in a blend of all-natural alcohol and water. It brings the scent to life in three-dimension. Top, middle and base notes turn into surround sound. Also, the chemistry of how it wears on skin changes your relationship to it. The approach to candles is about your environment. It's also very personal, but in a different way.
Each scent embodies a juxtaposition of masculinity and femininity. This mix implies a permission to harness your power from wherever you find it. Boy Smells is known for signature 'genderful' combinations, working to develop our world of full-spectrum representation via scent. I think about my friends, people we admire and are inspired by, the way we think about identity and the way we express ourselves is unique. These scents are made for identities without boundaries.
I would never buy a candle made by a company called BOY SMELLS. Then again I refuse to buy clothes pitched as 'boyfriend' anything. To wit: Boyfriend jeans.
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