A world where flowers only bloom at night....McQueen

Bloom At Night... the McQueen way of course

£285...thats how much Alexander McQueen's new perfume would bite into your bank account. Maybe something I would love to afford one day, but as a student it's not really on my cards, however, that doesn't stop me from admiring and being astonished at how insanely beautiful the process is for this perfume!!

Take a look and admire the creativity and meaning behind the famous new fragrance.

"Unveiling the artistry of fragrance, McQueen Parfum is for the woman who blooms in the dark. Inspired by the craftsmanship of haute parfumerie, McQueen has created a unique scent made from the precious essence of three night-blooming flowers. Sambac Jasmine is the essence of power and romance. The flower opens under the moon, exuding a sweet and complex aroma until the morning. Tuberose is the warm, intoxicating heart of seduction. A rare and deep extract, it is both regal and forbidden. Ylang Ylang is the mysterious scent of a perfect morning. Most fragrant at first light, its exotic, yellow flowers are potent with a sense of renewal and transformation. Solid, sensual, with the artisan’s love of form, the parfum bottle is a small work of art. A timeless shape, tactile and beautiful in the hand. Gold feathers crown the bottle, reflecting bespoke craftsmanship that is pure McQueen." - http://www.alexandermcqueen.com

Bottle-making process-

Scent market research

With my uni project in full swing, I have been researching the fragrance market and seeing where the gaps lay. We have to build a fragrance brand that provides a scent but something new and put a twist on the market. 

I have been out into London and Nottingham, looking into best selling perfumes and products that did not live up to expectation. I asked store experts on why products worked and why some didn't, customers behaviour and if people go straight to a branded perfume or are more experimental with their choices. 

I am a lover of the store LUSH. A store full of colour and natural ingrdients, from bath bombs, body moisteriser, make up, soap and so much more!! Scents are everywhere, I just need to find a gap in the market for a specific audience where scent could work in a new context and product and promote 

*Photos are primary research or from WGSN*