Following in the footsteps of the feisty Stilton Cheese Makers Association (SCMA), who back in 2006 called attention to their raison-d'être product by launching a perfume based on the familiar yet aesthetically unexplored pungency of Stilton cheese, the UK Federation of Bakers introduced an Eau de Toast, which is already sold out...
Its tag line is "Bringing Bread Back into Fashion" thereby association two antithetical contemporrary concepts: bread and fashion, as nowadays the fashion industry would recommend not eating or at least eating a low-carb diet if a couple of tissue papers won't tie you over thanks to their cotton fibers (dismal yet true story of beauty abuse).
The sweet aroma of warm toast has made many a domestic poet wax lyrical in the morning. But not until now has it been used in bottled form mimicking the codes of fine perfumery to instill a message of joie de vivre in those who have come to shun toast as a result of dieting concerns.
Mainstream olfactory marketing makes daily use of fresh baked bread scent to attract customers to bakery counters. It is a little bit more a thinking outside of the box to propose a spray bottle with a label reading Eau de Toast, in franglais, please, because this puts it on the map of the world of elegance.
One can argue that the scent of toast is easier to wear than that of blue cheese. A study in 2009 determined that the scent of broiled toast represented the #8 olfactory preference of the British when it comes to home-sweet-home scents. From atmospheric fragrance to skin perfume, therein lies the creative leap, which was taken for a limited time only.
Having said that, realistic bread notes in fine fragrances are not new. They have been incorporated in a few other perfumes over the years such as in Frédéric Malle En Passant (2000) (fresh baguette in the spring), Demeter Rye Bread (date unspecified, extant in 2008), By George! (2009) (cucumber sandwiches), Serge Lutens Jeux de Peau (2011) (piping hot baguette in the fall).
Still, this is a single-note perfume dedicated to bread and it has a political purpose.
And here comes the message in a bottle, "The limited edition scent was created by The Federation of Bakers to challenge the fashion for bread-free diets. With just 80 calories per slice, bread provides (at least) 10% of the adult daily intake of protein, fibre, calcium, iron, copper, zinc and manganese. What’s more, the Government’s Nutrition Survey shows that people who eat the most bread, consume the fewest calories."
To make the offer even more attractive the ad campaign shows a woman wearing Eau de Toast which proves to be as irresistible as the scent of grilled bacon to the hungry, enamored man sniffing the blend of skin and toast.
As the perfume has vanished from the shelves due to its popular success, The Federation of Bakers take stock and recommend the following: "We received an overwhelming response and unfortunately the limited edition Eau De Toast samples are now sold out. If you weren’t lucky enough to receive an exclusive bottle, why not make your own aroma by lightly toasting bread at home?"
See, that's the whole point, and it's as easy as pie.
Source: Bakers Federation