FLORaL RhapSOdY
ARTISTRY is known for its premium skincare and cosmetics for both men and women for more than 50 years. This year, the company has added on a new venture, fragrance.
Available exclusively through Amway, Artistry Floral Chic EDP is said to present a playful and youthful side of the brand.
It was developed by fine fragrance house of Givaudan, which has offices in Paris and New York. A global leader in fragrance creation, Givaudan’s perfumers have created fragrances for more than 250 years.
Inspired by the Les Jardins de Bagatelle, the legendary landscaped garden in Paris, Artistry Floral Chic was evaluated with more than 100 fragrances and then refined through numerous variations.
It contains three primary ingredients. The top note is French Clementine, sparkling citrus with hints of mandarin floral and sweet orange freshness. The middle note is Bulgarian Rose, the heart of the fragrance, at once soft and deep, sensual and sweet. The base note is Ylang Ylang Madagascar, a fruity, sweet creamy floral, with exotic and earthy undertones.
Artistry Floral Chic is described as encompassing grace, elegance and lighthearted sophistication.
The flowery imagination is an ode to modern femininity that uplifts the spirits, indulges the senses and charms the world. It also boasts of handcrafted quality, as the bottle cap comprises 20 components crafted by 28 artisans.
At the launch recently, Givaudan fine fragrance perfumer Carine Boin says each of the notes works perfectly to create a finely balanced perfume.
“It starts with French Clementine to give freshness to the perfume. The Bulgarian Rose bring out the sensual side of the fragrance while the ylang ylang brings warmth and exotic feeling,” said Boin.
“It is easy to create a perfume once you know the combination of ingredients that bring out the smell that customers want. Artistry is synonymous with premium products, so we create a perfume that carries that image.”
According to Amway director of global beauty marketing Kim Malewitz, Artistry Floral Chic is nothing like what the company has ever done before in fragrance.
“Every element, from the captivating notes to the bottle, to the stunning campaign imagery and beyond, expresses the elevated, premium quality that our customers have come to expect from the Artistry brand,” she said.
Amway fine fragrance global lead Sandy Cordero said the Artistry Floral Chic is the first prestige perfume for Artistry which completes the range of products marketed through Amway.
“Artistry is noted for its skincare and makeup. It opens a new opportunity for our distributors because the fragrance makes the brand completely holistic. It also brings in different prospect and new customers,” she said.
Priced at RM351 (50ml), Artistry Floral Chic can be bought at www.amway. my. Launching alongside the fragrance are the Flora Chic shimmering bath and shower gel and shimmering body lotion. By Kasmiah Mustapha kasmiah@nst.com.my