Forget everything you once knew about lavender!
Jovoy’s new fragrance, “ 21 Conduit St ”, revisits a great classic of English perfumery, giving it a novel, intriguing, and decidedly modern twist.
Whether memory conjures up dried Norfolk blooms tucked into ornate sachets or the lingering fragrance of an authentic British eau de cologne, lavender is to English perfumery what scones are to teatime.
The fruit of a creative partnership, 21 Conduit St lends the aroma of lavender a singular brilliance. The accord stems from a formula by Oli Marlow, whose fascination with this aromatic note dates back to his childhood. He dreamed of giving it greater contrast, making it more multifaceted, intensifying its citrus and fruity freshness, and warming it up with resinous notes.
“It’s a lavender sculpted from the crisp freshness of frosted oranges, the boldness of blackcurrant, and the comforting, bittersweet warmth of pine,” explains Marlow.
In Paris, his meeting with perfumer Marie Schnirer (Laboratoire Maelstrom) opened the doors to a new world of raw materials, primarily a high-quality Javanese vetiver that enriches the ensemble with a swirl of smoky and earthy notes.
“It’s like a very original note of hashish,” observes Marie Schnirer.
“But,” she adds, “above all, the secret to 21 Conduit St is the richness of its double lavender – a very aromatic essential oil and an absolute with coumarin notes from a plant that has spent several days drying in the sun – which radiates right down to the woody base of the perfume.”
It is also a lavender enveloped in the freshness of citrus and the fruity notes of fir balsam, whose sugary touches evoke a temptingly soft amaretto accord, balanced by a mysterious and shadowy woody facet.
Elegant, intense, and daring, 21 Conduit St radiates English elegance with a hint of irreverence that gives it all its charm.
A striking perfume that makes you want to keep coming back. A masterpiece of masculine elegance that men will love – and women will love too.
