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This Is Not A Perfume

Posted on | September 3, 2010 | 1 Comment

This looks like a perfume, it’s packaged like a perfume, it does the same thing as a perfume.  But this is not a perfume.

This is a single note fragrance.  And even more extraordinary, its creator Romano Ricci has chosen the synthetic substance Abroxan, normally used as a very subtle base note as the one and only note in Not a Perfume.

If the name Romano Ricci rings any bells its probably because his great grandmother was Nina Ricci as in The House Of… Not that he likes it to be known and nowhere on his own, and very successful, fragrance brand Juliette Has A Gun does it say that he is connected to such a huge heritage.  Romano, I discovered when I met him today, is your typical suave young french man; well dressed and nonchelant about practically everything.  Except perfume that is.  (Although if you quiz him in depth he will tell you that being a perfumer is not that great a job.)

The Juliette Has a Gun range all fantasies about one girl, Juliette, and the many facets of her personality.  She is sexy, charming, vengeful, passionate and very much alive in Romano’s head.  Give that sweet Juliette a gun and she has a lot of people to point it at.

This new fragrance is somewhat different from its predecessors.  Firstly because it has only one note and secondly because it is a very subtle scent. Romano says he likes to break the rules of perfume – mess around the old traditional perfume men in suits.  The Ambroxan note smells, on paper, very fresh – almost like fresh linen.  In fact ambroxan, a white crystal, tends to evoke the smell of skin – subtle but sensual.  When sprayed on the skin it smells a bit more green than white and in time develops a more muscy, amber smell.  Ambroxan has been used by Romano in all the other Juliette has a gun fragrances  – it is his favourite note – but for the first time here he brings it out to the forefront.  It is an extremely expensive ingredient about 500 €/kilo.  The result is minimalist.  Pure.

Because its composition is molecular and made out of only one ingredient (besides aqua), it thus has no allergens. Handy.

Not a Perfume will be available exclusively from Selfridges for a period before rolling out into other stores and prices start at around £57.  Pictures are soon to follow.

Check out the rest of the Juliette has a gun range here

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