British spa brand Elemis is feting its 20th anniversary this year. To mark the occasion with a white stone, they are preparing to launch their debut perfume simply called Elemis from May 2010. Located in the Mayfair neighborhood in London as well as with a significant portion of their business taking place in Hong-Kong, Elemis decided to turn to centuries-old perfume center Grasse in the south of France to develop their new perfume...
Noella Gabriel who directed the creation of the scent sees a deep link between the act of perfume creation and the wellness philosophy of Elemis which has always relied on the idea that breathing and breath are all-important to establish balance in ourselves. She said,
"Elemis has pioneered the power of 'the breath' and what you breathe is a form of therapy in itself," "Having shared such a sophisticated level of understanding, the time is right to offer a beautiful, multi-faceted fragrance that creates an individual harmony on every skin."The perfume was composed by a French nose, which is industry jargon for perfumer. The composition includes notes of Zesty Elemi and Sweet Grasses in the head notes; a Marine Accord and Vetiver offer a fresh heart; the base notes feature Patchouli, Galiacwood and Oak Moss.
In the past, Elemis put out scented massage oils and shower gels such as Wild Lavender and Exotic Lime and Ginger, but this is the first time that the brand has decided to upgrade its offerings by turning to fine perfumery.
Elemis is priced at £35 and will be available at Debenhams, John Lewis, House of Fraser, Harvey Nichols and online at timetospa.co.uk from April 2010.
Via Style List UK