Is it possible to fall in love with a brand, solely through its Instagram feed? The short answer is yes!
I have always been the kind of person who will happily trawl Instagram to find the latest unknown brands (not just fragrance but clothes, make-up and shoes too). There’s something about owning a ‘niche’ product that I find a little bit intoxicating! I love it when someone asks me what I’m wearing and I can give them a whole back story …I enjoy it even more if they then go on to look it up and buy it for themselves, I get a real buzz from introducing new things to people.
So, when I was scrolling through Instagram recently, I stumbled across a very evocative and engaging feed, that of Laurent Mazzone Parfums (@lm_parfums_laurent_mazzone). The enigmatic and daring images completely captured my attention and led me to search for LM Parfums online. Harvey Nichols came up as the main retailer (no surprise there, they’re renowned for taking on niche brands) and so when I next popped into London I went into store to experience the brand for myself.
The collection consists of 16 fragrances ranging from EDTs all the way to Extrait de Parfum. And as for the fragrances themselves? They are all quite extraordinary!
The earlier EDPs take inspiration from Laurent’s career in fashion, but now his fragrances are created depending on his current passion – I love the fact that the collection is so diverse, from a classic Oud (Black Oud) fragrance all the way to the fresh and spring like Chemise Blanche.
The best sellers are Sensual Orchid and Black Oud and although I wouldn’t wear them myself, I can see why consumers are so obsessed with them. Sensual Orchid is like nothing I have ever smelt before, I would say that it’s a really addictive kind of scent.
So here are my personal favourites:
- Noir Gabardine (100ml EDP @ £145) is such a sultry and enveloping fragrance, it really works with your skin and gives you a really warm feeling – I think it’s the Sandalwood that draws me to it.
- Sensual and Decadent (100ml Extrait de Parfum @ £395) is amazing! Yes, it is out of my price range, but it is seriously beautiful and the packaging is out of this world and super luxurious. The Vanilla base really does it for me and works so well with the other more floral and fruity notes.
- And did I mention that they do candles? The Black Oud Candle (300g @ £75) is exquisitely packaged, refined and captivating – definitely the perfect gift!
So it’s back to Instagram to discover the next new big thing!