Nature’s nectar

27 : 06 : 2016 Abbott : Fragrance : Travel

New York – New men’s fragrance brand Abbott is inspired by destinations close to its founders’ hearts.

  • The fragrance industry is yet to explore the personal relationship between scent and memory
  • Abbott was launched with four scents: The Cape, Sequoia, Mojave and Telluride, each based on a specific destination
Abbott fragrance, New York Abbott fragrance, New York
Abbott fragrance, New York Abbott fragrance, New York
Abbott fragrance, New York Abbott fragrance, New York
Abbott fragrance, New York Abbott fragrance, New York

Founders Jose Alvarez and Michael Pass worked with perfumers Antoine Lie and Steven Claisse to create scents inspired by their own journeys around the world and those of influencers including photographer Molly Steele and writer Ben Gavelda.

The Cape, for example, inspired by the founders’ trips to Rhode Island, is fresh and earthy, evoking the sea with notes of mint, ginger and moss. Abbott’s website is full of these experiences, rich with photography and copy that tells the personal stories behind its commercial fragrances.

‘Often, bigger brands need an immediate return on investment, so they play things safe,’ explains Lie. ‘But with Abbott, I’m not formulating something that must perform well on a test. I get to escape those confines and go on my own creative journey.’

The Big Picture

Fragrance brands need to move away from talking about notes and develop a more emotional language based on personalities and experiences, says perfume designer Azzi Glasser.

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