Licensing Link Europe – the agency which brokered the deal – says the collaboration is a “fantastic example” of real brand alignment.
Floral Street has launched its ‘first of its kind’ collaboration with Van Gogh Museum.
Entitled Sunflower Pop, the sustainable fragrance aims to bring to life the optimism of one of the world’s most famous masterpieces – Sunflowers, 1889. The fruity-citrus scent features natural bergamot, mandarin, honey accord and bellini accord as its hero ingredients, while Floral Street has also replicated Sunflowers, 1889 onto the recyclable bottle and packaging of Sunflower Pop.
Both Floral Street and the Museum believe that the collaboration celebrates the timeless beauty of nature and is a ‘modern day interpretation’ of what Vincent van Gogh left as a legacy.
“Our first launch from this collaboration had to be recognisable, it had to be positive and it had to be flowers,” the two companies explained to LicensingSource.net. “This sustainable fragrance captures the vibrance and beauty of the South of France where Van Gogh painted his Sunflowers. It brings to life the radiance and optimism of this masterpiece.”
For Ian Wickham, director of Licensing Link Europe – the UK & Ireland licensing agent for Van Gogh Museum responsible for brokering the deal – the collaboration is a “fantastic example” of real brand alignment.
“Both parties are aligned in so many ways: strong ethical positions, a focus on sustainability, diversity, wellbeing, an acknowledgement that one can find beauty everywhere and of course a shared love for nature and flowers. That’s what makes this so special,” Ian said.
Partnerships such as the one with Floral Street also help with the agency’s remit of broadening the audience outside of the Museum itself and attracting new consumers.
“Partnerships like the one with Floral Street absolutely do that and it opens retailer and licensee eyes to what can be achieved through well executed product, aimed at the right audience,” he continued. “We already have some incredible licensees in their fields delivering beautiful product and there is plenty more to come. Let’s also not forget we have the most incredible asset bank to work with and a hugely refreshing remit in how those assets can be utilised.”
Sunflower Pop – which is available in 10ml, 50ml and 100ml – launched on 1 August on Floral Street’s website, in the Van Gogh Museum, Amsterdam and Sephora US, followed by other retailers worldwide.