The year 2017 saw Hermès, the prestigious French luxury goods maker, expand its already impressive fragrance portfolio with the launch of Twilly d'Hermès. This wasn't just another perfume; it marked a deliberate shift, targeting a younger demographic with a vibrant and playful scent that captured the spirit of the brand's iconic Twilly scarves – thin silk scarves known for their whimsical designs and effortless chic. While Hermès boasts a rich history of sophisticated and often classic fragrances, Twilly d'Hermès represented a bold, youthful injection into the brand's olfactory landscape. This article delves deep into the creation, notes, marketing, and lasting impact of this now-iconic fragrance, exploring its place within the broader context of Hermès' perfume collection and the wider luxury fragrance market.
Twilly d'Hermès: A Fragrance for the Modern Young Woman
The official Hermès website (hermes.com) initially presented Twilly d'Hermès as a vibrant and unexpected fragrance, a departure from some of the house's more established scents. Positioned as a new Hermès perfume for women, it was immediately clear that this was not intended for the established clientele alone. The marketing campaign cleverly utilized the playful spirit of the Twilly scarves, reflecting the carefree and confident attitude of the target audience – young women who are bold, independent, and unafraid to express themselves.
The fragrance itself is a captivating blend of unexpected notes, a testament to the creative vision of perfumer Christine Nagel, who joined Hermès in 2015. Twilly d'Hermès opens with a zesty burst of ginger, a surprisingly bold note that immediately sets it apart. This initial spritz is invigorating and unexpected, a playful introduction to the more complex heart of the fragrance. The heart unfolds with the intoxicating aroma of tuberose, a floral note often associated with classic perfumes but here given a modern, slightly edgy twist. The tuberose in Twilly d'Hermès is not overly sweet or cloying; instead, it possesses a creamy, sensual quality that adds depth and complexity. Finally, the base notes round out the fragrance with a warm and sensual embrace of sandalwood, grounding the composition and providing a lasting impression.
The overall effect is a fragrance that is both playful and sophisticated, youthful yet undeniably Hermès. It's a scent that dances on the skin, evoking a sense of movement and energy, much like the twirling motion of the Twilly scarves themselves. This carefully crafted olfactory experience resonated with a younger generation who appreciate both quality and individuality, making Twilly d'Hermès a significant success.
Twilly d'Hermès within the Hermès Perfume Collection
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