Italian niche line Nobile 1942 has launched Malia, a new fragrance inspired by a contemporary concept of the witch.
Nobile 1942 envisaged the fragrance of an innocent, modern witch, a woman who seduces with a bright smile, while with a swift glance has you imagining a complex personality, deep, expert and provocative. A woman who pretends to be a child, but who draws strength from the earth to stun her prey. The Italian perfumer Antonio Alessandria choose an unusual flower, with a dual nature: refreshing yet sweet, delicate but inebriating, he dressed it in spices and aromatic plants and given it body with a structure that tells of a feisty female. But he also wanted it to recall that sometimes another person may simply capture us with a look that leaves in our memory the fragrance of a stupefying substance…”
The notes include mandarin, osmanthus, pink pepper, marjoram, vetiver, patchouli, benzoin and oak moss.
Nobile 1942 Malia is available now at Essenza Nobile in Germany, in 75 ml Eau de Parfum.
(quote via nobile1942.it, additional information via essenza-nobile.de, extrait.it)
Quite like the packaging. The back story is boring. Innocent witch – really? Are we supposed to think of Buffy the Vampire Slayer? A little suspicious of pink pepper and marjoram – sounds like what I sprinkle on my pizza, but oakmoss even in modern versions is interesting, so I’d sniff this… wow, didn’t mean to sound snarky…I really do like that sort of Victorian Gothic vibe…
Same packaging they used for Rudis — I think these are a series, but don’t know the theme, if there is one.
I wouldn’t mind giving it a sniff, I like a few from the brand, but I’m actually a little put-off by the ad copy. Innocent sparkly witch who stuns her prey? A woman who pretends to be a child? What an odd and slightly insulting/creepy concept. I hope something was lost in translation. I’m with meredifey with generally liking the Victorian Gothic element, but…
Even creepier if you are imagining a deep, complex personality but there isn’t one!
This is a truly creep write up”
“A woman who pretends to be a child, but who draws strength from the earth to stun her prey” is supposedly a “modern” conception of witch?
Sounds more like the fantasy of a middle aged man about to be busted for statutory rape.
Frankly, those were my thoughts as well…
I think I sorta get where they were trying to go with it, and I was trying to be tactful and give them the benefit of the doubt, but yeah, you nailed it.
It’s all the usual silly stuff. But it’s osmanthus, I’d like to try it.
You might want to check out “Like This” which seems to have similar notes.
The Lab on Fire ad shows how good a fragrance ad can be.