Fashion to fragrance: LoveShackFancy debuts trio of bow-topped floral perfumes

07 Sep 2023 --- For its ten-year anniversary, vintage fashion retailer LoveShackFancy Beauty has released three fragrances, Forever in Love, Moondance and Bohème. The perfumes were respectively developed by Firmenich’s perfumers Honorine Blanc and Frank Voelkl and International Flavors & Fragrances’ Yves Cassar.

The LoveShackFancy perfume bottle references creative director and founder Rebecca Hessel Cohen’s lifelong love of bows and ribbons, topped with an oversized sculptural bow top that appears tied and tightened by hand. Its delicate details are inspired by the brand’s signature floral prints.

Designing bottle and aroma
The bottles come with a removable spray top, so they can be reused as a bud vase after they are used up.

In particular, Forever in Love bottle, hot pink and green Blooming Heirloom print is a signature design chosen from over 2,000 in the LoveShackFancy print and lace library.

“LoveShackFancy Beauty’s debut fragrance collection tells the story of the brand’s beginnings, its eternal optimism and floral foundation and its very bright and beautiful future,” comments Cohen.

Forever in Love is illustrated as having notes of green pear, gardenia and hints of cedarwood. Moondance is crafted with Firmenich’s Dreamwood (sandalwood) base, velvet rose and touches of magnolia, while Bohème is described as a floral scent with top note hints of peony, blackcurrant and soft white amber.

Fragrance innovation in news
In other fragrance developments this week, Givaudan unveiled ScalpSure, a platform of digital algorithms that enables perfumers to design fragrances that target the root of scalp and hair malodor.

Earlier this month, scientists recreated a scent used in mummifying an Egyptian noblewoman who lived thousands of years ago. The found balms were the “richest, most complex” identified from the time period, and could serve as inspiration from the past for today’s perfumers.

Personal Care Insights also explored other latest advancements in the scent sector, investigating new developments in biotechnology, such as the creation of new fragrance molecules using fermentation and synthetic biology.

By Benjamin Ferrer