According to Cosmetics Design, the Sweden-based brand Oriflame launched a new perfume called Amethyst Fatale in its Gem Collection (it sounds like a twin concept of the one developed by Olivier Durbano who also has a fragrance called Amethyst; Lalique also is launching a scent called Amethyst this fall... oh my!)). Purple and fuschia colors are back in vogue this fall in fashion, makeup, and perfumes and the new Amethyst seems to fit nicely in this trend. A second trend in which it fits is that it is an iris fragrance inspired by the purple gem.
Oriflame says that they want to promote a perfumery for connoisseurs rather than for fans (it's a dig at celebrity fragrances).....
"A key trend in the fragrance market is the rise of signature fragrances and Gem Collection is tapping into that trend," said a spokesperson for Oriflame .
In the case of Amethyst Fatale, the signatory is the creator of the perfume, the well known "nose" Jean Jacques. [....]
"Consumers are becoming more aware of the complexity of perfumery and so educated consumers are likely to be drawn to fragrances that are endorsed by experts rather than celebrities," said Briony Davies from Euromonitor.Read more........
Perfumer Jean Jacques attempted to translate the Amethyst gemstone into a scent whilst being guided by the image of the femme fatale whose arresting beauty and gaze makes you dive into "an unexpected world of passion and danger". To complete this task, Jean Jacques used the iris.
"I could imagine in the elegant odour of the iris: powdery, soft and caressing, all of which echo the amethyst," said Jacques.