Sometimes it’s difficult to know what to say about a new fragrance. And what can I say about the eagerly awaited James Bond 007 fragrance without causing too much offence? Well, it does at least have have a rather cute lid action. A bit like a dog’s “lipstick” popping out in front of guests but cute no?
When I first started writing about male grooming full time, over a decade ago now, American brand Zirh was one of those ranges that was a gift to journalists like myself. Not only was it from the US (and hence exotic), cult (which made you look cool if you mentioned it) and had great packaging (which kept notoriosuly fussy art editors happy) it actually had some really great products in its line up too.
It also led the way with its no-fuss, does-what-it-says-on-the-tin product names (eg. Hydrate, Clean, Correct, Protect etc). Even today, I think brands could learn from it – especially those with products called Hydra Energetic Anti-Dull Tanning Moisturiser – intake of breath – Natural Looking Tan.
Founded back in 1995 Zirh became so desirable that Procter & Gamble looked upon it with covetous eyes, eventually acquiring the brand and…doing absolutely nothing with it. They then sought to divest themselves of it and with its future in doubt it kind of disappeared from the radar and from the shelves of many UK stockists.
But then, at the back end of 2011 is was reacquired by a New York investment company, and lo and behold it’s back and available on these shores again at online grooming emporium Niven & Joshua (collective Hurrah! please).
So if you were a longtime fan or are a new one who heard great things about it back in the day, crack open the piggy bank. Especially good is the ‘Soothe‘ Post Shave Healer.