Stella McCartney will launch Pop, the designer's third fragrance, later this month. Pop is targeted at Millenials, and will be fronted by four women, including singer Claire Boucher (aka Grimes). The hashtag: #popnow.
The woody floral focuses on tuberose and sandalwood, both synthetic ("P&G said tuberose buds have a very low oil yield, while sandalwood is now an endangered species after years of being in high demand").
Stella McCartney Pop will be available in 30, 50 and 100 ml Eau de Parfum, and in a 7.4 ml rollerball. Matching body products will also be sold.
Update: the description from the Stella McCartney website...
POP is a bright, modern and irreverent scent combining the vibrant floralcy of tuberose with sandalwood. POP reinterprets tuberose, chosen for its iconic bold scent, by emphasizing its brighter, crisper, more solar floralcy. This newfound vibrancy is balanced with sandalwood; the unexpected combination of the floral and woody notes results in an undeniably feminine scent that makes a statement.
"Innovative technology was used to minimize the environmental impact of the packaging. The Forest Stewardship Council (FSC) certifies all of the collection’s boxes, a guarantee that they have originated from sustainably managed forests."