France – Luxury brand Louis Vuitton has introduced its most exclusive scent to date, containing a high concentration of a rare natural ingredient.
Only 2,000 bottles of the scent, Pur Oud, will be available, making it the brand’s rarest perfume offering to date. Consisting almost entirely of the natural essence of oud – a substance derived from agarwood – the simple yet opulent fragrance acquires its luxurious status owing to the process of its creation. While oud occurs naturally in agarwood, it often takes hundreds of years for the resinous substance to form as an oil that can be converted into perfume. The result is an earthy, amber scent with spicy accents offset by just two soft white musks.
‘I wanted to offer enthusiasts the chance to smell true oud, which is rare, without altering the scent with additional notes and instead letting it express itself on its own,’ explains Jacques Cavallier Belletrud, the perfumier behind Pur Oud. ‘Three ingredients, that’s all. Richness doesn’t preclude simplicity, quite the contrary.’
In our Ascetic Luxurians community, we identify a subset of luxury consumers who reject mass consumption.