Niche line Byredo will launch Eleventh Hour, a new unisex fragrance.
When oceans will rise, the highest places will be the last refuges and zones that were once considered hostile to humans will become shelters. Eleventh Hour is an exploration around the smell of things ending, a journey to the end of Time, the last perfume on Earth.
The notes include ban timmur (aka Sichuan pepper), bergamot, carrot seed, rum, fig, tonka bean and cashmere woods.
Byredo Eleventh Hour will be available in 50 and 100 ml Eau de Parfum.
(via asia.be)
What a depressing marketing campaign. Don’t need any more things to make me discouraged about the state of the world….????
And please don’t take the one thing that gives me joy and turn it into a reminder of the end times. ????
Agree.
I totally agree!
I know, right? I usually don’t mind ad copy, but I so didn’t expect this that it caught me off guard.
I’d still love to sample this at some point, but like you, I’m struggling with the marketing; it’s depressing.
And you’re right – perfume DOES take me away from the stress of the world….that’s one of the reasons I like it so much.
It is a real downer. I would mind less if the fragrance really matched the description — that would at least be interesting — but from Byredo seems more likely it will be a pleasant, wearable whatever.
But I would be pleased to hear I’m wrong.
Just my luck, I’ll fall in love with it. ????
You’re not wrong at all. The marketing copy is WAY off. Its a fruity sweet woody musky thing with heaps of cashmeran. Pleasant…but does NOT match the ad. It’s certainly not ground breaking. Lets just say it fits the Byredo core customer.
Agreed!
Eeeesh…an interesting take, but I agree with other commenters that it’s awfully depressing.
Besides, everyone knows the “smell of things ending” is Secretions Magnifiques.
Surely!
I don’t think I’ll be brave enough to try SM until I’m faced with the end of the world. Literally ????
I tried it out of curiosity and very much regretted it. It smelled like (this is somewhat gross) a used Band-Aid that had fallen off in an overly chlorinated pool.
Oddly enough, I had my partner sniff it without telling him about its “unique” notes and he really liked it. My friend had her husband smell it too (again without telling him anything about it) and he also really liked it!
I imagine the “smell of things ending” is more like the Zombie-themed scents that Demeter did a while back.
The notes here sound not-at-all apocalyptic.
I don’t know … it’s sort of believable that the human-made apocalypse will smell just like ‘cashmere woods’
And Iso-E Super.
Monetizing despair seems cynical AND creepy. Hard pass, Ben.
And yet the name could potentially have a positive spin, as in: that last-minute moment, when creatives have a flash of inspiration, when everything comes together in a flurry! Such an idea I could wear!
Smelt this, and straight away grey gun powder came to mind. This is what La Fin du Monde should have smelt like, instead of popcorn!!