Juliette Has A Gun has launched Not A Perfume, a new not-fragrance that is essentially (diluted) Ambrox in a bottle:1
C16 H28 O is the formula of the Ambrox, one and only ingredient that make this new fragrance. Ambrox is born in the 50's by Firmenich to replace grey amber too expensive to use it often. Ambrox is use, in general, as base note... for "Not a perfume", it's the lead role!
"Not a Perfume" is a provocating declaration which doesn't follow modern perfumery rules. The fragrance plays on the contradiction because its composition is strictly molecular and it is the only perfume without allergen. [sic, sic and sic]
Juliette Has A Gun Not A Perfume is $114 ($96 w/o VAT) for 100 ml at Colette in Paris. (via colette.fr)
1. As noted in the quote, ambrox is a synthetic substitute for ambergris. Escentric Molecules' Molecule 02 was likewise just a bottle of Ambroxan.