In Fragrant Bliss 10/27/20 18:28
Samsung Launches Perfume With Olympic Medalist
In a bizarre, nonsensical collaboration with Olympic gold medalist Max Whitlock (a British artistic gymnast), Samsung recently launched L’Eau De Laundry – a new scent created “to celebrate the arrival of Samsung’s latest ecobubbleTM washing machine … presented in bottles which perfectly replicate the machine.”
The fragrance accompanies parodic ads that mock the cliché hyperbole and confusing, abstract sentimentality of traditional perfumery media campaigns, most recognizably Chanel’s much-derided Chanel No. 5 monologue starring Brad Pitt.
British perfumer Sarah McCartney was commissioned to create “the elusive smell of clean sheets and machine-powered freshness,” following a Samsung audit of 2000 British adults of which 77% noted “freshly washed laundry” as one of their best-loved smells, followed by clean bedsheets with a 69% share. The final scent contains “four musks which evoke the smell of a fresh garden and fresh water, paired with aromas of lily-of-the-valley.”
L’Eau de Laundry will be available to customers who purchase an ecobubbleTM washing machine from Samsung KX – the brand’s concept store in Coal Drops Yard, King’s Cross, London. They also say that a select number of bottles will be made available to win via Samsung’s social channels.
If you like the prospect of a comforting fresh laundry fragrance but won’t be making a trip to London’s King’s Cross to buy a washing machine any time soon, try Clean Reserve’s White Amber & Warm Cotton, Maison Francis Kurkdjian’s Aqua Universalis, or Hugo Boss’ Wool Musk instead.
Eddie Bulliqi Columnist
Eddie Bulliqi is a writer and speaker who analyses what people want from their senses, specialised in the interpretation of tastes and smells, with a background in musicology and history of art. He has worked with Coty, the Estée Lauder Companies, Esxence, the Institute for Art and Olfaction, and the World Perfumery Congress. For Fragrantica, he produces trend reports, interviews, raw material studies and reviews.
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