Every generation has their scent for the nighttime. This is the subtle olfactory undercurrent on the dance floor when most of the people are predominantly wearing a couple of perfumes. I’m convinced that if you blindfolded me and placed me next to the action in a nightclub I could tell you what decade we were in just by breathing in. With the rise of a new generation of fragrance consumers there should concurrently arise this time period’s fragrances. Of course, the perfume brands are hoping they will be the one to breakthrough. As I sit here firmly in my armchair observing what those brands are putting forward there are times when it is obvious which ones hope to be that perfume. The latest contender for masculine perfume for Millennials is Joop! Wow!
One thing that was noticeable to me when I received my package containing Wow is Joop seems to be trying to reinvent itself as a luxury brand. I can’t say for sure what the general impression of the brand is but if you asked me for a list of luxury brands Joop would not make my list. I wonder if as they reach out to a new generation they are also looking to up their profile.
Christophe Raynaud
The fragrance, composed by perfumer Christophe Raynaud, feels like a modern reinvention of the 1980’s wood and spice bombs. Except with two of the qualities the current generation seemingly wants; transparency along with a bit of gourmand sweetness. Wow delivers all of this.
Wow opens with a fresh breeze of cardamom and bergamot. Violet leaves provide a soft green undercurrent which carries to the keynote geranium in the heart. That green current is continued with vetiver and fir balsam. All of this is reminiscent of those 1980’s men’s scents. The base then takes a turn for the sweet with vanilla and tonka creating that typical comfort accord.
Wow has 6-8 hour longevity and average sillage.
Wow is one of those fragrances which seems like it might be a big hit among its target audience. It feels blatantly designed to appeal to them. Only time will tell if this is what Mr. Goodscent will be wearing.
Disclosure: This review was based on a press sample provided by Joop.
–Mark Behnke
