Floral Street expands Van Gogh Museum partnership

Floral Street Fragrances has further extended its award winning partnership with the Van Gogh Museum, introducing a new fragrance inspired by the artist’s Almond Blossom masterpiece.

Sweet Almond Blossom follows on from the successful Sunflower Pop! range, which won Best Brand Licensed Health & Beauty Product or Range at the Brand & Lifestyle Licensing Awards 2022.

Vincent’s citation, “If one truly loves nature, one finds beauty everywhere” was the creative inspiration for Floral Street’s renowned ‘nose’ Jerȏme Epinette.

Jerȏme said that he was “deeply inspired and moved” by the colours and emotion of the painting. “For a simple subject there was so much complexity and storytelling in the shapes and movement of the branches,” commented the master perfumer. “I captured this dynamism with a sparkling top from natural pomelo and focused on the matcha and apple blossom in the heart for a clean, crisp but also lush floralcy, to emphasise the multi-dimensionality. I ended with creamy vanilla and woods in the back for signature and warmth.”

Michelle Feeney, founder of Floral Street, continued: “Van Gogh’s art resonates with so many people of all ages around the world and my personal connection to this masterpiece has enabled me to reset and evolve my blue-sky thinking. To express his uplifting Almond Blossom masterwork in a fragrance is a massive gift that I’m personally hugely proud of.”

The Almond Blossom fragrance is one of the stars of Floral Street's new pop-up on London's South Molton Street.
The Almond Blossom fragrance is one of the stars of Floral Street's new pop-up on London's South Molton Street.

“We are extremely excited about the launch of the new fragrance that honours our incredible Almond Blossom in the most graceful way,” added Marijn Veraart, head of global licensing at Van Gogh Museum. “Every product in our joint range celebrates the love of nature and finding beauty in the everyday. Partners like Floral Street help us to develop innovative, sustainable means of inspiring people with Vincent’s work and life.”

Ian Wickham, director at Licensing Link Europe – the UK and Ireland agent for Van Gogh Museum which brokered the Floral Street partnership – concluded: “We are extremely excited with the launch of the Sweet Almond Blossom eau de parfum this month. The team have worked tirelessly to bring to market a personal fragrance on the back of the success of both the home fragrance range and the Sunflower Pop! range.

“We couldn’t be more delighted to be working with such a fantastic and pro-active fragrance partner who totally understand the importance storytelling plays within the Museum’s licensing strategy. Such a great partnership.”

Each Sweet Almond Blossom 50ml and 100ml eau de parfum comes tucked inside a biodegradable pulp box, wrapped in an FSC certified sleeve featuring close crops of Van Gogh’s masterpiece.

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