Tuesday, October 12, 2010

Joy, A High Concept Scent

Longwood Gardens, in Pennsylvania's Kennett Square region, currently has an exhibit going on titled "Making scents: The Art and Passion of Fragrance". This exhibit details the horticultural roots of perfumeries from yesteryear up to contemporary times. Profiling the “nature” framework that goes into building the creation of many of the most prolific scents throughout history including such iconic scents as Chanel No. 5 and Shalimar. Included in the exhibit were some fun back-story displays chronicling the motivations behind the brands. I found the story behind the scent Joy to be the most engaging.
“Following the financial crisis of 1929, the fashion designer Jean Patou asked the Spanish perfumer Henri Alméras to create a perfume that would symbolize joyful optimism and hope. Appearing in 1930, Joy was one of the most floral and "jasmined" fragrances ever created. Unlike most other luxury perfumes, whose head, heart, and soul notes emerge from a blend of different ingredients, Joy, according to some perfume experts, maintains a singular rose and jasmine scent at its top, middle, and bottom levels. Because the picking of jasmine flowers is an extremely labor-intensive operation–to harvest 8,000 flowers (about 2.2 pounds) demands a total of 2,000 hand gestures–Joy was at one time called "the costliest perfume in the world." This is not an exaggeration, since 28 dozen roses and 10,600 jasmine flowers to produce one ounce of Joy concentrate.”

Now that's what I call high concept!

No comments: