BEAUTY THER­APY: A FRA­GRANCE FIRST

Irish Daily Mail - YOU - - EDITOR'S LETTER - Ed­wina Ings-Cham­bers

I’m not a mother, so I can’t claim ma­ter­nal rights and in­sights when it comes to the thoughts in this col­umn. But as an aunt six times over, with three nieces, I worry about the pres­sures on young girls – in par­tic­u­lar, how much they see around them that’s grounded in the idea that sex sells. Even in the beauty world. Ac­tu­ally, es­pe­cially in the beauty world. So when the Scent Repub­lik Scent Stik sam­ples on each other’s arms with them. It also means that landed on my desk, I was in­trigued. I was even more they can’t spritz scent all around the house and give in­ter­ested when I learned the brand was founded by ev­ery­one else a stonk­ing headache in the process. two fa­thers, Kevinn Hirsch and Alex Theodorou, with Unlike typ­i­cal tween fra­grances, these aren’t three daugh­ters be­tween them, aged from eight to 11. bub­blegum or straw­berry whiffs. They are The pair ‘got fed up with this con­stant beauty un­der­stated and so­phis­ti­cated. The duo hired stan­dard where every­thing is over-sex­u­alised’ and a well-known per­fumier, or nose, who has cre­ated de­cided to do some­thing about it. They wanted six sim­ple, pretty scents that can be worn on their op­tions for their daugh­ters – and for other peo­ple’s. own or lay­ered. ‘Each one is based on emo­tions, so

‘There was a gap in the mar­ket they are mood-re­lated fra­grances,’ be­tween the stage where chil­dren says Hirsch. ‘In a way what we’re love a Dis­ney fra­grance and do­ing is en­abling chil­dren to mov­ing up to a Nicki Mi­naj or ac­knowl­edge and deal with their own what­ever,’ Hirsch tells me. And emo­tions through a scent. We want it quite a few of those pop­strel to be in­clu­sive.’ So fra­grances have of­fer­ings not only veer to­wards names such as BFF, a blend of rose, raunchy but, says Hirsch, ‘they’re freesia and mag­no­lia; Fab, which is bor­der­line trashy’. What the pair vanilla, man­darin and pra­line, or have cre­ated to fill this gap is good Chill, a mix of ap­ple blos­som qual­ity, not just cheap tat be­cause the man­u­fac­turer and sweet cit­rus. Each Stik costs €5.95 (from thought its tar­get cus­tomer wouldn’t know any bet­ter. su­per­drug.com) and al­though the 3.5ml size It helps that these dads have a back­ground in sounds small, each one has 1,000 ap­pli­ca­tions brand­ing, but I like this stuff so much that I want to of eau de par­fum. ded­i­cate this week’s col­umn to it. The Scent Repub­lik Scent Stiks are easy to

Scent Stiks are al­most like mini felt-tip mark­ers carry around, fun, cru­elty-free and about get­ting and chil­dren ap­ply the fra­grance by draw­ing it in some fe­male em­pow­er­ment early. In an era of in­vis­i­bly on to their skin. Theodorou’s daugh­ter and #MeToo, it’s pretty Fab to see dad­dies do­ing it – her friends even play fra­grant noughts and crosses and chang­ing it – for their girls.

WE GOT FED UP WITH THIS OVERSEXUALISED BEAUTY STAN­DARD”

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