Venice by Memento {New Perfume} The Beautiful-Italy Trend {Scented Thoughts} {Trend Alert}


The Italian group Eurocosmesi is going to unveil a new niche perfume brand in October of 2007 at the TFWA World Exhibition in Cannes, which was christened Memento. The collection is dedicated to presenting an olfactory tour of Italy.

Their first creation is a women's fragrance called Venice. Interestingly, Italian perfume brands lately seem to offer an almost nationalistic flavor and derive inspiration often from the national landscape. It might be that it is this idea of turning perfumes into objects that tourists will feel moved to buy as souvenirs from their trips or it might be that there is some sort of ideological current running......

Paestum Eau d'Italie collection, Profumi di Pantelleria, Profumum Roma (Acqua di Sale), even Pucci Vivara all seem to celebrate Italy and the Mediterranean region. We did not follow their clue for Vivara, but it was the avowed goal for the new Vivara to evoke the Mediterranean.

Gucci also is feeling patriotic. If you read the recent interview with Frida Giannini you can see that one of her concerns was to give its Florentine roots back to Gucci after the departure of Tom Ford.

What about Dolce & Gabbana? Sicily, Light Blue for Men are in this trend too.

There must be more but these are the ones that come to mind right now.

(Photo of Venice by Steel Steve; Cosmetic News) 

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