Dutch fashion & lifestyle label MEXX, which declared bankrupcy in late 2014 has been repurchased by Turkish group Eroğlu Holding, which has allowed for a relaunch of the brand in 2015, according to Retail Detail. Now comes a new duo of fragrances for her and him, Life is Now for Her and Life is Now for Him...
Life is Now for Him (19,99€/50 ml) follows the trend of leaning towards the skincare side of fragrance for men with a formula for after-shave. Apart from that, the blend is studied to project as a full-fledge cologne blending notes of crisp apple, fresh pineaple, spicy cardamom and bergamot seguing into a heart of freesia and lavender while the base features a marine accord, sandalwood and patchouli.
Life is Now for Her (14,99€/15 ml) is an eau de toilette. It opens on juicy, fruity notes pear, guava, and orange. The heart blends floral notes of orris root or iris, jasmine and white lilies. The base rests on vanilla, cedarwood and musks.
The formulae, quantities and price points have been carefully differentiated so as to correspond to what are the assumed lifestyle habits of the target audiences.