Milanice.com was the part of bloggers conference Kenzo, dedicate to presentation of new fragrance Kenzo for 2011. It was amazing to meet Kenzo staff again and above all to discover everything about this new flower - FlowerTag.
Designed for free and urban young ladies, FlowerTag is founded on a crisp, sparkling, natural freshness. It starts with blackcurrant, rhubarb and tangerine notes before unfolding a floral heart of peony, jasmine, and lilly of the volley. The Kenzo note appears in the sensual base of tea, vanilla and musk.
The inspiration for this Kenzo perfume is graphic art which have been reflecting the rebellion and creativity of young people around the world. Each artist has his own graffiti signature, or “tag”, to be recognized by. A graphic art designed to freely express each dreams, from New York walls to the finest galleries in the world.
But, it’s not all. On Kenzo web site you can also TAG YOUR DREAMS and the best tag will win the two days trip in New York. Anyway, something very original and very lovely, with a smell of beautiful flower.
Here is some pictures from bloggers conference
And for the end, here is what have to say the creator of the scent FloweTag, Olivier Cresp.
What was Kenzo’s initial brief for the creation of FlowerTag?
FlowerbyKenzo’s brief was to recreate the image of a poppy in the city, an urban poppy in a scent. For this new fragrance FlowerTag, we were aiming for a militant flower, an ephemeral flower indeed, but full of strength and character, not unlike what tags can be. So I worked on
the meaning of graffiti art, what it conveys, and translated it into this new fragrance.
Olfactively speaking, what do Tags mean for you?
For me, tags stand for freedom of expression, non-conformism, dynamism and a mix of colours. With FlowerTag, I tried to highlight these different facets and create a modern, daring fragrance, in tune with the times we live in.
What was your olfactory starting point and how did you build the fragrance FlowerTag?
Much like tags, the fragrance was built around an original colour, a crisp green note that I faceted and crafted to get as close as possible to the idea I had of this tag flower. I started by fashioning a new kind of freshness around the crisp green notes of rhubarb and tea, with a bright juicy facet of blackcurrant and bergamot. I then decided to dress this sparkling freshness with a soft floral heart of peony, sambac jasmine and lily of the valley, and add that delicate femininity so characteristic of FlowerByKenzo. The base note takes on a soft vanilla-musky sensuality and gives a final touch that makes FlowerTag captivating and irresistible.
From an olfactory standpoint, what is FlowerTag’s positioning in relation to FlowerByKenzo ?
FlowerTag is founded on a crisp, sparkling, natural freshness. But although it is less opulent, it retains the soft femininity and sensuality of FlowerByKenzo. This new fragrance is like a tag: colourful, unconventional, free and spontaneous. It is designed to be a tribute to this ephemeral, but impactful art.
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