Dior’s Sauvage: an opportunity missed?

Sauvage-Dior-Fragrance-Art-e1440003132406-800x805Given the size of this launch (it has A-lister Johnny Depp attached to the ad campaign) and the amount of secrecy that surrounded it (it was subject to an exceptionally strict embargo) I was expecting great things from Sauvage – Dior’s latest fragrance and their biggest launch in a decade. I mean, Dior’s portfolio contains fragrances  –  like Eau Sauvage, Fahrenheit and Dior Homme – which pretty much set the standard when it comes to ‘classics’. And I’m sure the hope was that Sauvage would join this illustrious list. But (you sensed there was a ‘but’ coming right?) in truth, it’s not a patch on its predecessors.

Johnny-Depp-Sauvage-Dior-Fragrance-Campaign-800x519Given Dior’s past boldness (Fahrenheit shouldn’t have worked but is amazing and Eau Sauvage was genuinely groundbreaking when it launched in 1966) I very much hoped they’d pull something original, maybe even something left-field, out of the bag for this major launch but alas, Sauvage is just another generic modern men’s fragrance – all citrus, lavender, wood and amber and blah-blah-blah. I’m not saying it’s bad – it’s not – just that it’s safer, more pedestrian and certainly more ‘familiar’ than I would have imagined. Like so many contemporary fragrances it tries terribly hard not to offend or polarise which is a great way to shift units (it worked for Chanel Bleu after all) but not necessarily a great way to create a classic in the same league as, say, Eau Sauvage.

For those of you wondering whether it’s a variant of that particular fragrance, it’s not; it merely trades on the name, presumably hoping for a bit of that classic fragrance’s gold dust to rub off on it. Look, the last thing I wanted to do was savage Sauvage but, hey, it’s just my opinion and there’s still the possibility that Dior’s next big launch will be an absolute stonker.

Dior Sauvage is available nationwide from 2nd September, priced £50 for 60ml eau de toilette. 

Dior release teaser for new Sauvage fragrance

September 2nd sees the debut of one of Dior’s biggest fragrance launches. Sauvage, a new fragrance with Johnny Depp as its face, might sound like an Eau Sauvage flanker but it’s not. Instead it’s a brand new woody aromatic fragrance, built around Calabrian bergamot, that uses the Sauvage name to remind customers of Dior’s unrivalled heritage when it comes to classic fragrances – two of which (Fahrenheit and Eau Sauvage) are in my all-time top 10. A teaser trailer which aims to sum up the mood of the new fragrance was launched today and here it is…

Abercrombie & Fitch launch Fierce Confidence and Fierce Intense

ABERCROMBIE & FITCH  FIERCE INTENSE FRAGRANCEIt’s hard to imagine, I know, but Abercrombie & Fitch are extending their Fierce fragrance line with an Intense version. I say hard to imagine because it’s difficult to contemplate an intense version of a fragrance already so ferocious that you can smell it halfway down Savile Road, exuding, as it does, from the very pores of the nearby A&F flagship UK store. The first concentrated version of the scent and apparently the strongest and longest lasting (be afraid) it retails for $118 in the States. And that’s not all – accompanying Fierce Intense is Fierce Confidence – an energetic, citrusy version of the Fierce fragrance. Both are coming to our shores soon. Like Ebola.

Aesop discover a new intensity with their Marrakech fragrance

photo-4It doesn’t launch until September but since I’m getting old (and may well have forgotten I had a sneak preview of it by then) I thought I might as well give you the heads up on the brand new Aesop fragrance, Marrakech Intense, right now. Created by French perfumer Barnabé Fillion –  a man who’s collaborated with the likes of Le Labo and who was the nose behind Paul Smith’s rather underrated Portrait For Men fragrance, it’s a rather clever “reinterpretation” of Aesop’s existing Marrakech fragrance.

photo-2Fillion (pictured) was brought in to give it a bit more oomph, reassembling it in the same way a musical track might be remixed in order to breathe new life into it and give it new meaning. Thus, Marrakech Intense is muskier and sexier than its predecessor and Fillion has fiddled with the top and middle of the fragrance, too, adding neroli, bergamot, rose and jasmine.

The distinctive clove, cardamon and sandalwood of the original is still there, but the Frenchman has added complexity and depth to Marrakech –  making it much more nuanced –  and in doing so he’s taken it from being a quirky apothecary scent and pushed it in the direction of a boutique fragrance with bags of character. Impressive.

Aesop Marrakech Intense will be available from September as a 50ml eau de toilette and a 10ml parfum roll-on. 

Czech & Speake get wood

CEDARNow let me get this out of the way first: I love Czech & Speake. When I was a teenager back in the Eighties, I eyed their products (and especially their No.88 fragrance) with a desire that bordered on unrestrained lust. I still adore No.88 and can heartily recommend it if you like woody, floral, barbershoppy fragrances that pack a punch and have serious longevity on the skin.

But anyway, enough about that fragrance and on to their latest one, Spanish Cedar. Warm, woody, fruity, spicy and smoky it’s a great evening fragrance but, in truth, not nearly as distinctive as some other C&S fragrances and certainly nowhere near as interesting as No.88. To me the cedar is slightly lost amongst the sweetness of the plum and blackberry notes and its longevity could be better but if you like your scents warm and spicy it’s certainly worth investigating.

Will Jay Z’s new men’s fragrance strike gold?

JAY Z GOLDI honestly don’t know what happens when celebrities dabble in fragrances. It’s as if their sense of reason, good taste and self-respect leaves the building faster than they leave it after a gig or PA. I sometimes suspect they only actually get a whiff of what’s done in their name for a split second between more important things like negotiating a deal to play a private gig in Qatar and opening a bag of fashion freebies.

jay-z-goldHaving said that, when I first heard that Jay Z was to release a men’s fragrance I was actually rather excited. After all, Mr Carter strikes me as a guy of considerable taste, sophistication and integrity.

So quite why he should put his name to Gold Jay Z I have no idea. It’s not that this ‘white fougère’ is horrible per se (though it does rather catch in the back of the throat) it’s that it’s so safe, pedestrian and well…generally meh.

Generic, with a sweet, slightly powdery edge, it has that nose-tingling acrid quality prevalent in so many contemporary men’s fragrances and, to my hooter anyway, smells like a curious mix of fairy cakes and stale tobacco. In its defence it’s an extremely commercial scent by the standards of the day and I quite like the cap.

All in all, I’d put it on a par with the Bond 007 fragrance in terms of sophistication, though if you’re familiar with this blog you’ll know that this is damning, not so much with faint praise, but with no praise at all. But then, what do I know? That Bond fragrance flew out of the shops faster than sh*t off a shovel.

The notes

Top Yellow ginger, white cardamon, grapefruit, blueberry

Middle Violet leaf, cypress, lavender, vetiver, pink pepper

Base Golden amber, patchouli, teak, bourbon vanilla

Gold Jay Z debuts in Superdrug on 12 February priced £25 for 30ml eau de toilette spray.