Italian niche brand The Merchant of Venice has introduced a new, richly historical fragrance baptized Rosa Moceniga, named after Lucia Mocenigo, a friend of Joséphine née Rose de Beauharnais, known for her passion as an enlightened collector of roses, which she housed at the Château de Malmaison...
Rose author François Joyaux has pointed out that Joséphine lived in the middle of cultural craze for roses.
As the Italian chapter of the story goes, told by descendant and author Andrea di Robilant (Watch video below), Lucia brought back a scented varietal of rose from China to the Veneto, by way of France, which was introduced in Europe during the Napoleonic era and part of Malmaison's rose conservatory. It has a strong fruity facet, while its hues are said to change depending on the seasons - with a characteristic silvery rose tint. A book by di Robilant entitled Chasing the Rose is part of the collaboration, which resulted in the new fragrance.
The Merchant of Venice brand was established in 2013, on the occasion of the inauguration of a perfume museum at Palazzo Mocenigo to celebrate and study the historical heritage of Venice as an ancient capital of perfumery.
The floral composition features notes of fresh lemon, rose essence of Rosa Moceniga, cassis leaves, rse absolute, fresh magnolia, lotus, white cedarwood, vanilla absolute and amber crystals.
The house issued a video seen as an exercise in emotional marketing, with history playing a central role in it,