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Licensees Focus

FLORAL STREET AND THE VAN GOGH MUSEUM PRESENT ‘SUNFLOWER POP’

13 Aug - 2021

Experience the beauty of Vincent van Gogh’s Art with the new ‘clean’ scent of sunshine and optimism

Fine art meets fine fragrance in a ‘first of its kind’ collaboration between independent, sustainable, British brand, Floral Street and the internationally renowned Van Gogh Museum, Amsterdam

Van Gogh’s passion for the natural world has inspired this ‘clean’ fragrance as Floral Street and the Van Gogh Museum come together in the love of nature. This partnership brings to life the optimism of one of the world’s most famous masterworks in scent and floral design.

A POP OF OPTIMISM

A fruity-citrus fragrance, this vegan and cruelty free, luxury eau de parfum is for the vibrant, expressive, happy and bright. Bursting with rays of optimism, it was created by master perfumer, Jerȏme Epinette, known for his mastery of sustainable natural raw materials, which are traceable from source to scent. Tucked inside an eco-hero, reusable and biodegradable carton it is joy-bringing and sun-soaked, capturing the essence of the masterpiece in a bottle.

The idea was to capture the vibrance and beauty of the South of France, while also somehow painting the passage of the day. I started with an impactful top where a burst of morning sun comes alive in the citrus and fruits, while the heart brings the heat of the afternoon with a rich and colourful floralcy. The back then carries us into early evening with a poppy sweetness and a touch of unexpected warmth that makes it fun, yet truly luxurious.” Jerȏme Epinette, Robertet.

“This is the first product to launch within the Floral Street range of personal and home fragrances and we are super excited by the reaction the product is getting from retailers around the world” added Ian Wickham of Licensing Link Europe, the agency behind this partnership. “What Floral Street have delivered is a superb example of an incredible quality product created through a thorough understanding of the story behind Sunflowers and then delivered in a completely sustainable way – even the packaging cartons that hold the bottle are fully biodegradable and can be reused as seed planters once finished with”

Hero ingredients:

  • Natural bergamot from Calabria, Italy, provides a fresh, peppery herbaceous scent that is lightly sweet and brings a unique sparkle to this citrus composition.
  • Fresh and sweet, mandarin, brings a bright, summery hue to the fragrance.
  • Warm honey accord – a nature identical, vegan synthetic blend created to mimic the sweet, ambery aroma of fresh honey, adds a burst of happiness to the scent.
  • Bellini accord – a fantasy note that brings an effervescent ‘pop’ to the perfume.

VINCENT’S SUNFLOWERS

Vibrant to wilting yellow-tipped florals is the scene created from the brush of Vincent van Gogh, when he painted his Sunflowers, 1889 masterpiece during a period of excited optimism whilst staying in Arles, in the south of France. Created with three shades of yellow – they were an emblem of happiness and held a special significance for Van Gogh.  They communicated ‘gratitude’ – a pertinent sentiment as sunflowers are a symbol of devotion and loyalty.   It was this timeless masterwork of the permanent collection of the Van Gogh Museum in Amsterdam that provided the inspiration for the new Sunflower Pop fragrance.

The new Sunflower Pop fragrance is available from August 1st, 2021, on www.floralstreet.com, in the Van Gogh Museum and retailers worldwide.


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