As I head to New York City for Comic-Con there is something I am very much not looking forward to; dodging the obstacle course of selfie sticks. In the last year the habit of taking your own picture with your smartphone, called a selfie, has exploded. Previously it was smaller in scale now the narcissistic desire to take a picture of one’s self anywhere they happen to be is out of control. Like many things it is something which will get much worse before it gets better. With that preface about what the grumpy curmudgeon who writes this blog thinks you probably have some idea of where my mind was at when I heard the newest release from one of my favorite brands, Olfactive Studio, was called Selfie.
Ever since its inception in 2011 I have been a huge fan of owner and creative director Celine Verleure’s method of using a striking photograph as the brief for her perfumer to design a fragrance. It has been so successful with me that no matter which one of Olfactive Studio releases I wear I see that picture in my mind’s eye when I spray it on. So what was the photographic inspiration for Selfie going to be? The answer is instead of a photograph on the label there is a reflective surface which you can see yourself in. Mme Verleure is exploring the commonality between taking a picture of yourself and wearing perfume. Are not both of these ways of drawing attention to yourself? Or are they ways of sharing an experience in a larger virtual community? Not sure any of these have simple answers, or answers at all but for the first time an Olfactive Studio perfume is sort of unmoored from the visual and attached to the philosophical.
The perfumer she is collaborating with, Thomas Fontaine, has been so diligently involved in resurrecting heritage brands that he perhaps relished an opportunity to give us a perfume selfie of himself. I think that is one of the advantages of working with Mme Verleure that there are no preconceived notions of what an Olfactive Studio perfume smells like. It has led to one of the more diverse brands currently on the market. Selfie continues that.
Selfie opens with a right on the edge of chaotic mix of notes. Ginger and anise first make their presence known then angelica, incense, and elemi all try to crowd into the frame. There are moments early on that it seems like there are too many notes in this selfie. It takes a little while for them to all find the right spot so the entire group can be captured and appreciated. Once it comes together it does make me break into a smile but the very early moments are fragmented. The heart has no such problems as M. Fontaine uses a maple syrup accord as a sticky matrix for three diverse notes to blend in to. Cinnamon, lily and cabreuva wood are the choices. The cinnamon adds a bit of zippiness. The lily adds a bit of green floralcy. The cabreuva reminds me of the smell of Brazil nuts sort of woody and sort of nutty. All trapped in the maple syrup accord, which adds a significant sweetness, this comes together like a bunch of disparate friends meeting up after years apart but feeling like they have never been apart. The final phase of Selfie is a portrait of two accords; suede leather and chypre accord. When I saw this mentioned I was concerned this would be a return to the frenetic early moments. Instead this is a partnership of equals which forms a leathery chypre foundation. After everything which has come before ending on a base of strong accords is the best partnership of all.
Selfie has 12-14 hour longevity and average sillage.
As I’ve worn Selfie over the past few days I will admit I am not narcissistic enough to see a picture of me when I wear it. What it does bring to mind is a perfume with a strong sense of self which almost asks those around to “look at me!” In the final reckoning maybe Mme Verleure has it correct as taking a selfie and wearing Selfie are both acts meant to draw attention. In which case I’ll take my attention getting in perfume form, happily.
Disclosure; this review was based on a sample provided by Olfactive Studio at Pitti Fragranze 2015.