New Aramis fragrance keeps brand firmly in the black

ARAMIS BLACK FRAGRANCEIt’ll come as no surprise to anyone who loves and understands the Aramis brand that the latest fragrance in the portfolio, Aramis Black shares many of Aramis Classic‘s ‘core values’ as a fragrance. But although it might be a thoroughly grown up, multi-dimensional and autumnal fragrance Black is a little edgier, darker and spicier than its older brother: think Dynasty‘s Ben Carrington to Blake Carrington or – for the younger folk – Prince Harry living it up in Vegas rather than Prince William politely honouring foreign dignitaries at a state dinner.

Initially oudy and smoky, Black’s core is based around a lively and very noticeable peppery facet, softened and rounded out by smooth and vanillary tonka bean. The Aramis DNA is still very much present, though, in the shape of a lovely underlying leatheriness and a touch of boozy gentleman’s club but Black is altogether more in-your-face and contemporary. The inky juice is a nice touch, too, giving the whole thing a touch of mystery and menace.

I must say, I was a wee bit disappointed by the last Aramis fragrance, Aramis Adventurer, which was a hyperactive and rather brash fragrance in comparison, but Aramis Black puts things firmly back into, well, the black.

Available now from Boots and nationwide from August.

Acqua di Parma launch Colonia Club

acquaI think I must have rather annoyed the lovely Acqua Di Parma people at the launch of the company’s latest fragrance Colonia Club the other day by constantly referring to it as a sport fragrance – something they fervently denied each time I mentioned it. I’m not sure why, though, because that’s basically what it is. Oh sure, the inspiration might be that most elegant and refined of activities – dressage – but in character it’s definitely a sport fragrance in character, featuring, as it does, citrus notes like lemon and mandarin alongside the sport scent favourite, mint. Conceptually, the whole thing – including the superb green bottle – fits into the existing Acqua Di Parma portfolio beautifully, filling a gap with something muscular and energetic and, thanks to the addition of galbanum – a note variously described as smelling like cut grass, pea pods or pine needles – something ‘green’ smelling too.

colonia_club_01Of all the Acqua Di Parma fragrances this is the most youthfully commercial too. And by that I mean it does smell a lot like a dozen other men’s fragrances on the market. Now, that can be taken one of two ways: as a bad thing or a good thing. It’s certainly a positive if the objective is to attract a slightly younger customer whose main frame of reference, fragrance-wise, are big-selling fragrances from famous fashion brands like Dolce & Gabbana. In truth, it’s not my favourite Acqua Di Parma offering (there are so many good ones it does have rather stiff competition!) but if you’re looking for something that’s punchy and has a bit of energy to it and which isn’t too polarising a fragrance you might want to give it, you know…a sporting chance.

Available now from John Lewis