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Atkinsons ~ brand relaunch

Posted by Robin on 2 July 2013 17 Comments

Atkinsons 24 Old Bond Street

British brand Atkinsons, originally established in 1799, has been repackaged and relaunched with five fragrances based on scents in the archives: 24 Old Bond Street, The British Bouquet, The Odd Fellow's Bouquet, Fashion Decree and The Nuptial Bouquet.

24 Old Bond Street (shown) ~ "The emblematic fragrance of the house, 24 Old Bond Street is an extremely English cologne of tremendous personality. Its devastatingly aromatic cocktail of juniper, rose and black tea is deepened with a gorgeously eccentric note of smoky, oak casked whisky. Bracingly fresh yet warmly embracing, it is the definitive last word in English elegance." Available in 50 and 100 ml Eau de Cologne and in matching bath, body and home fragrance products. 

The British Bouquet ~ "For ladies and dandies, a veritable mist of the Isles inspired by Beau Brummel, intrepid pioneer of the 3-piece suit, and the model of the man who was born with a wise-crack on his lips and an eye for knock-out sartorial elegance. Woven from velvety lavender, myrtle and malt, and lined with gilded citrus top notes of bitter orange and caviar lemon, The British Bouquet is impeccably finished with a leather accord that recalls the champagne-polished Hessian boots of the Dandy himself." In 100 ml Eau de Toilette.

The Odd Fellow's Bouquet ~ "Lawrence of Arabia ensconced in the splendour and leather Chesterfielded comfort of a St. James gentleman’s club, its weighty silence broken only by the occasional turning of a sheet of a newspaper, and the Oriental fragrance of Ottoman tobacco issuing from the depths of fearsomely upholstered winged armchairs… This rarified ambience is conveyed with almondy heliotrope flowers and dark tobacco, heightened with ginger and fiery peppercorn and, finally, deepened with a rich ambery accord of benzoin and labdanum. A fragrance of immense leisure." In 100 ml Eau de Toilette.

Fashion Decree ~ "A mesmerising re-creation of the fragrance that seduced the most dazzling fashionistas of the late 19th-century, among them, Sarah Bernhardt. Fashion Decree summons up a time when precious silk brocades, arriving from the Far East in trunks packed with patchouli leaves, were all the rage at the court of Queen Victoria. An opulent patchouli perfume of far-flung origins. A fragrance for exquisitely dressed women with a passion for luxury." In 100 ml Eau de Toilette.

The Nuptial Bouquet ~ "A fragrance of royal romance, a retro contemporary interpretation of Queen Victoria’s bridal bouquet: the green and white loveliness of Lily of the Valley, violet leaves and exquisite myrtle flowers enhanced with delicate white musk and sandalwood. For women who wouldn’t dream of settling for less than a prince." In 100 ml Eau de Toilette.

Atkinsons 24 Old Bond Street, The British Bouquet, The Odd Fellow's Bouquet, Fashion Decree and The Nuptial Bouquet can be found now at Harrods in the UK, £60-95.

(via harrods)

Filed Under: new fragrances
Tagged With: atkinsons

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17 Comments

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  1. nathanthomas50 says:
    2 July 2013 at 8:37 am

    Not sure about the fragrances yet, but i love the scene-setting descriptions! esepecisllay the ‘Odd fellow’s bouquet’ not sure id want to tell people what i was wearing if they asked though!

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    • Robin says:
      2 July 2013 at 9:10 am

      Not sure I’d want to tell people I was wearing Fashion Decree or The Nuptial Bouquet either. But the fragrances do sound nice.

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  2. BChant says:
    2 July 2013 at 11:49 am

    There is a lot of this relaunching going on. When its done right I love it. Glad to see the prices are not too out of control.

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    • Robin says:
      2 July 2013 at 1:56 pm

      There really is…

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  3. Dilana says:
    2 July 2013 at 1:20 pm

    Does anyone have any independent knowledge that this supposed 1779 brand or its fragrances actually existed? I have been suspicious that some “relaunches” are just new niche brands which make up a backstory.,

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    • Robin says:
      2 July 2013 at 1:57 pm

      I know the brand existed…in fact, the license changed hands fairly recently, I think. I think they used to be known for things like English Lavender? Whether they existed in 1799, I could not say.

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      • Dilana says:
        2 July 2013 at 2:34 pm

        I thought that was “Yardley’s English Lavender.”

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        • Robin says:
          2 July 2013 at 2:43 pm

          Well, that’s another English Lavender. There must be tons of them.

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          • RobWales says:
            2 July 2013 at 5:50 pm

            Atkinsons is certainly not a new brand. I used to buy their products in the 1960s and 70s.

  4. Jillie says:
    2 July 2013 at 1:52 pm

    The description of Odd Fellow’s Bouquet has really made me giggle. Can’t think of anyone more unsuitable for this gentlemen’s club or for wearing this! But spookily I remember when very young being taken by my parents to see his cottage in Dorset and there was an old leather Chesterfield there!

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    • Robin says:
      2 July 2013 at 2:44 pm

      Oh, how cool you were there!

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  5. nathanthomas50 says:
    2 July 2013 at 6:27 pm

    Tried these tonight, didn’t tempt me to put my hand into my pocket and hand over any cash. Also tried the new Amouage – ‘Fate’ tonight which I truly detested – not something i want to smell of at all ! Maybe it’s just me?! Tried the new Tom ford – Plum Japonais and fell in love with it, I could happily wear it every day for the next year , maybe my tastes are sweetening and I’m liking comfort scents rather than challenging ones?!

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  6. kindcrow says:
    2 July 2013 at 7:30 pm

    I enjoyed the descriptions. They don’t seem to take themselves too seriously, which is nice.

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  7. olenska says:
    2 July 2013 at 8:58 pm

    I do wish Essence of White Rose was one of the reissues, but only because I’m a Romanov buff; it was the last Tsarina’s signature scent.

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  8. plainyokel says:
    3 July 2013 at 2:09 am

    Would definitely love to smell all of these, though only Old Bond Street and British Bouquet sounds like scents I might wear. Hmmmm, and I just remembered that I have a family member traveling to London soon… Yesssss, indeeeed.

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  9. lupo says:
    3 July 2013 at 12:47 pm

    oh atkinsons! what happened to the lovely Coloniali line, the one in the metal bottles? It was quite impressive. At some point they had a guaiac wood aftershave which I loved.

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  10. maggiecat says:
    4 July 2013 at 10:34 pm

    Oooh, Nuptial Bouquet sounds right up my alley (though I have nothing else in common with Queen Victoria, I suspect…)

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