Italian denim brand Replay will follow last year's Replay For Her & Him with the Replay Your Fragrance! duo, expected to launch in September. The new fragrances take advantage of reactivation technology that will allow the wearer to revive the scent with a single drop of water:
The men’s and women’s scents are infused with a molecule called cyclodextrin that releases more perfume particles when it comes into contact with water. [...] “The molecules work like tiny sponges to capture perfume oil in a outer shell, when water is added to it they are released. The end result takes fragrance into a different category, more active than passive.”
Replay Your Fragrance for Her (shown above right) is a fruity floral with sweet orange, bergamot, freesia, strawberry, cassis, orchid, rose, cedar and sandalwood. It will be available in 20, 40, 60 or 90 ml Eau de Toilette.
Replay Your Fragrance for Him is an aromatic aquatic with ivy leaf, mandarin, cardamom, clary sage, cedar leaf, aquatic accord, sandalwood and patchouli. It will be available in 30, 50, 75 or 125 ml Eau de Toilette.
(quote via wwd, additional information via cosmoty.de)
And this is different from every other perfume which also “re-activates” when I sprinkle some water on it?
Talk about the triumph of marketing over substance.
Plus the idea that cyclodextrin will be able to tell the difference between perspiration and water is ridiculous.
Welcome to the perfume version of snake oil.
No idea if it works, but I think the idea here is that even the top notes will “reactivate”, which presumably can’t happen usually without some chemical interference.
Does this mean that if I hate it, I can’t wash it off?
lol – that could be a nightmare!
HA — perhaps!
The term “curse” comes to mind
so it means that if the perfume last for two hours, you just have to drop a H2O or take a shower and the scents will replay??!!
duh??!! so they don’t have to sell edp anymore??coz edt is much cheaper and the scents will last forever?? ridiculous…
so i guess the re-activation is like replaying your scents till you get tired of it.. ;p
Well, even w/ an EdP, the top notes are going to evaporate. The point of this is it will refresh the opening notes.