Fashion brand BCBG Max Azria has teamed up with ice cream brand Magnum to launch the Belgian Chocolate Wrap, a new "fashion accessory" scented with chocolate. The fragrance was developed by perfumer Christophe Laudamiel.
MAGNUM® Ice Cream, the only ice cream bar made with Belgian chocolate, is partnering with globally renowned fashion brand BCBGMAXAZRIA to create the world’s most pleasurable fashion accessory. Through the use of innovative scent technology, the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap offers women a new way to indulge in their love of chocolate and fashion.
The limited edition BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap uses a decadent aroma, rich colors and smooth textures inspired by Belgian chocolate to let women experience the ‘MAGNUM Effect’ – the same sense of pleasure you experience when indulging in a MAGNUM Ice Cream bar. The MAGNUM Effect aroma infused into the wrap is crafted with some of the world’s most exquisite and delectable ingredients, and when combined with fabrics of suede and silky viscose, women will feel wrapped in chocolate pleasure all day long.
[...] To bring the BCBGMAXAZRIA for MAGNUM Belgian Chocolate Wrap to life, the team partnered with two of the world’s leading sensorial experts, including Harvard scienIst and scent inventor David Edwards and world-renowned master perfumer Christophe Laudamiel. Through their expertise, the MAGNUM Effect aroma was incorporated into the wrap using oNotes – a revolutionary scent messaging platform that enriches and personalizes the experience of aroma. Created by David Edwards and his team, this is the first time oNotes have been integrated into a fashion accessory.
The wrap will be available as a gift with purchase in BCBG boutiques in the US this summer.