Latest Launches: Softly does it

With trends pointing at the calming and the contemplative, this week’s latest launches are perfectly suited. Lush Keep It Fluffy comforts and uplifts with an olfactory cuddle whilst Juliette Has A Gun Musc Invisible offers cotton  flower and soft musk. Nancy Meiland Gaia and Sana Jardin Incense Water stay true to the theme, rounded off with an instant classic from Michel Almairac, Brioni.

‘A fluffy scent as comfortable and unfussy as your favourite old jeans,’ Romano Ricci promises with his powdery-musk latest. ‘As appropriate at work as on a casual date.’ Not so sure about that, in the current climate – though we do of course always wear scent while #WFH – but this s one to snuggle up to, dreamily blending jasmine absolute with almost nose-tinglingly soft cotton flower, resting on a featherbed of white musk.
From £20 for 7.5ml eau de parfum

What’s with the ‘fluffiness’ trend we’re seeing in scent right now? Well, at a time when we all need extra TLC, there’s something just so comforting about the idea of a fragrance that wraps you in an olfactory cuddle and holds you tight. Powdery, sweet and cocooning, this fragrance previously wafted forth under the B Never Too Busy to be Beautiful brand in 2004, and makes a welcome return here, using a regenerative rose absolute from Turkey, caressed by vanilla.
£80 for 100ml eau de parfum
We’re sensing a trend for contemplative scents that offer moments of meditation, and this limited-edition attar more than fits the bill. An ultra-soothing and concentrated blend of Calabrian bergamot, nutmeg, jasmine sambac, blue lotus absolute, Atlas cedar and New Caledonian sandalwood are blended within an organic jojoba oil base. Delivered via a so-handy rollerball bottle, we’ve been anointing pulse points and taking a deep breath in moments of stress (read: often!)
£45 for 30ml attar
Cool and comforting, this is a fragrant respite for frazzled nerves. Perfumer Carolos Benaïm worked alongside ‘an up-and-coming NY based perfumer in lockdown’, we’re told, and for inspiration, took to his garden, literally stopping to smell the roses last year. The result? A sheer scent that marries May rose to crystalline patchouli heart with the piquancy of pimento berries and raspberry leaf on a pellucid sandalwood base. Like wearing an echo of a comforting dream.
£95 for 50ml eau de parfum
Can a new launch be an instant classic? We think this is! Characterful, suave and assured as the perfectly tailored menswear it’s the fragrant emblem of, founded in Rome in 1945, the pared-back style is perfectly reflected in Master Perfumer Michel Almairac’s hands. Green apple studded with pink pepper feels like a cool sip of gin, while violet and Ambroxan are perfectly blended with tonka bean and musk – like a second skin. Sublime!
£70 for 60ml eau de parfum

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