Boots harks back to fragrance heyday with new launch

By Katie Bird

- Last updated on GMT

Related tags Perfume

Boots celebrates the style of the ‘Golden Twenties’ with the revival of British fragrance house Girard.

The UK-based retailer of health and beauty products will be the exclusive stockist of Girard fragrances that first graced the shelves of beauty emporiums approximately a century ago.

Revival of the original recipes

Two of the original recipes have been revived for the launch, which are complemented by three new scents evoking exotics destinations.

Bouquet d’Orient is one of the houses original 1920s creations, challenging the French giant of the time Chanel No 5. According to the company this rich, spicy fragrance with top notes of Bergamot, Neroli and Lemon, perfectly depicts its oriental subject.

Lysval, the second and more floral of the original recipes to be revived, includes notes of Ylang Ylang, Indian Jasmine, Rose petals and Orange Blossom.

Lead perfumer on the project Beverley Bayne at CPL Aromas said the test was giving the original formulations a modern twist.

“The challenge was to update the fragrance, keeping as close to the original signature as possible whilst still appealing to the modern nose. These fragrances are like fine French wine – the charm of them is that they are meant to be savoured and have great depth,”​ she said.

An additional three perfumes have been added to the range, Bali Sunrise, New York Nights and Provence Spring.

Bali Sunrise is floral and fruit according to the company, whilst New York notes boasts a citrus top note with a warm base and Provence Springs is another floral fragrance.

Archives provide rich pickings

Girard Brand Development Manager Helen Traver, highlighted the rich material that can be unearthed by delving into the archives and fragrance history.

“The beauty of archives is that you never know what you’re going to find. When I found a whole batch of original recipes and marketing materials in the archives I felt instantly excited that I had found some ‘buried treasure’ that was worth resurrecting,”​ she said.

Celebrating the golden era of perfumery may not be a bad strategy in light of the difficulties currently experienced by the fragrance industry.

Saturated with launches, the fragrance sector is struggling to keep the consumer’s attention – a situation that could be alleviated by a return to the ‘art of perfumery’ according to some industry insiders.

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