Is it mean that there is a just a tiny, pleased part of me that can’t help imagining that in a little sad corner of Grasse, there is a co-hort of noses weeping a little into carefully pressed silk squares? The fragrance industry is one of the most competitive within the beauty industry, estimated to reach a worth, by 2021, of $43.6 billion. When something truly new comes along the sound of innovators within the perfume world kicking themselves is quite loud.
How do you, in the heat of the competition turning out ever more elaborate biscuit based perfumes create something original and never seen before? Well, it turns out that you don’t change the fragrance, you change the delivery. It’s a way to reinvigorate the olfactory appetite and so long as you have a decent scent to start with, it’s a win, no questions asked.
If you’ve followed this blog for a while, you’ll know that Jo Loves Pomelo is a happy place as far as fragrance goes. It’s a vibrant, warm citrus that smells like joy and it can lift me no matter what. I may not reach for it quite as often these days but I never tired of it, so a gel version to be painted with a brush directly on my skin? I have never ripped anything out of its packaging so fast. Before you say Byredo, who have used a brush method, they have used it to deliver fragrant powder.
Similar to this
If you mess about with make up as much as I do, any kind of brush in your hand feels at home, natural and comfortable as well as being a highly tactile way to draw the perfume as close as it’s possible to be. There is something sensual about having that physical connection to something you love although I’m drawing the line at the instruction to paint it down the back of my legs. Even in yoga that’s an advanced move.
The one thing that I question is that there is 18ml of fragrance in what looks like a 30ml bottle and no sign that it’s refillable. You might want to be more Cocteau than Jackson Pollock in your strokes.
I almost never recommend going on a waitlist HERE, but this is one I would gladly join myself for the September launch. It’s £40. Really, you could so easily use brushing as a method with anything you have at home in the way of fragrant waters, such as cologne as long as you don’t mind sacrificing a brush for it, but gel does seem to be the perfect match for its quick-dry nature and chill on the skin. Jo Loves variants for the Paintbrush are Pomelo, Green Orange & Coriander, Red Truffle 21 and White Roses & Lemon Leaves.
Source: statista.com
Leave a Reply