Aspinal of London makes beauty debut with high-end fragrances

By

Nigel TAYLOR

Published
Aug 25, 2024

High-end leather goods brand Aspinal of London has entered the beauty sector, debuting a luxury fragrance collection in partnership with specialist company Colbico.

Called Floralesssence, it comprises “a distinguished series of luxury perfumes, delicately evoking selected gardens from around the world… harmoniously marry[ing] British creative craftsmanship with French olfactory mastery”.

Colbico said its philosophy “to partner with a luxury brand, but to act like a perfume house… choosing the scents, designing the minimalist packaging and bottles… to give a personality to  the range”.

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Created by ‘renowned’ French perfumers, the initial launch trio draws inspiration from “iconic English gardens” with ‘Green Rose’ representing the elegance of English roses, complemented by the delicacy of wildflowers; ‘Ochre Spice’ evokes vanilla and tobacco leaves, "a legacy of distant travels”; and ‘Musky Fig’, “evoking the unique atmosphere of an English garden”.

Each fragrance ingredient is “selected according to ethical and sustainable criteria, thus illustrating the house's devotion to the protection of nature”, it said.

Meanwhile, the accompanying bottles and packaging also "highlight clean lines and quality materials” of the fragrances themselves.

The accompanying launch campaign features exclusive events at its London flagship store with the wider message targeting “luxury lovers” online and on social media “to highlight the uniqueness of perfumes as exceptional olfactory creations”.

In-store, an immersive experience includes “elegant displays and olfactory animations, subtle lighting and floral decorations, sprayers allow for an immersive and engaging olfactory experience” alongside a “subtle” narration.

Events in-store with perfumers or artists aim to create an immersive experience while periodic promotional offers on boxes and samples aim to drive sales and encourage exploration of the collection, it added.