Salvatore Ferragamo Attimo

With Dree Hemmingway as the ‘face’ and grand plans to be sold in 12,000 stores globally, you’ll soon be noticing the new Salvatore Ferragamo fragrance, Attimo, everywhere when it launches later in the year (September I think). I was given a pre-launch sample to try out – it’s gorgeous; a really pretty, feminine fragrance that is floral and sweet with top notes of nashi pear, kumquat and lotus flowers. The middle carries gardenia, frangipani and peony and the base notes are musk, cedarwood and patchouli.

I’m in turn baffled and intrigued by scents; I go days without wearing one, then have a little phase of wearing it every day. There are so many very ‘ordinary’ smells out there, I’m surprised that anyone pays good money for them, but that’s the thing – they do. Millions and millions.

I like Attimo hugely and can see why it will carry it’s weight amongst competitors, but can never truly work out the mass attraction. I think perfume is a little bit like wine; there are some of us for whom any old plonk will do, and others for whom only the rarest vintages are acceptable. Personally, I think Attimo is somewhere in the middle; a mid-price wine that isn’t the cheapest on the menu but on the other hand, doesn’t need a sommelier to uncork it.