As someone who has been historically obsessed with fragrance, as you know. I was really glad I was in the country for today’s very special and intricate launch of the new COTY fragrance, JOOP! Wow.
Ok so a little background, because I’ve never really experienced JOOP! properly before. Joop GmbH, branded JOOP! (pronounced [joːp] in German, roughly: yope; was founded by fashion designer Wolfgang Joop in Hamburg, Germany, in 1986. After various moves, the fragrance and cosmetics business now remains with Coty, Inc. Boom.
So, the first part of today’s deconstructing experience kicked off in my car ride over to the event. The Mercedes was fitted with an iPad, screening the new film for the fragrance, which I will share with you soon! I also had the chance to sample the fragrance in private, and my initial reaction was hand-on-heart truly impressed – not only with the detail and the notes, but the fact that it is genuinely something I’d wear. It already had a timeless quality to it, which I liked. It also reminded me of an Old Fashioned, in aesthetic and scent.
The film tells a story of a journey of transformation where the Joop! man a powerful, groomed and confident gentleman with nothing to prove to himself or others. The Joop! man has natural charisma and is a man of power. The only thing missing is the finishing touch, one drop of Joop! WOW! and he becomes irresistible, creating the WOW! effect wherever he goes.
Into the secret location building (actually Six Storeys in Soho) and onto the fragrance itself, I had the opportunity to deconstruct the scent with the team. As a fresh-woody fragrance, JOOP! WOW! consists of citrussy Bergamot and spicy Cardamom fused with masculine Vetiver and warm Vanilla, plus Violet Leaves, Geranium, Vetiver, Fir Balsam and Tonka Bean.
The remainder of the event included the team from Six Storeys co-creating gin cocktails with us based the fragrance, and an induction into the world of Edward Sexton, bespoke master tailor. All in all, a super informative evening. Thanks and congrats, Coty!
All photography by Nik Thakkar, request to re-blog with credit.