KUALA LUMPUR, Malaysia, Oct. 15, 2015 / PRNewswire — ‘London Calling’, the song written and performed by iconic British punk rock band The Clash, has been an anthem for more than three decades since its release in 1979. Gritty and uncompromising, The Clash blazed a trail with their unique brand of music and virtuosity, and London Calling struck a chord with many at the time. Fragrance Du Bois will be doing the same with its new perfume, London Oud, created for celebrity client and London resident, David Haye, the former World Heavyweight Boxing Champion.
The brief was ostensibly simple; create an original and a unique 100% natural, Oud-based fragrance that reflects the history and vitality of one of the world’s greatest cities, embracing its richness, cultural diversity and heritage. Eclectic, but quintessentially cool, London Oud manages to capture the mood of a vibrant metropolis as alive today as it was when The Clash released its epochal track.
“When David Haye first approached us to create this fragrance back in 2013,” said Nicola Parker, Brand Director at Fragrance Du Bois, “I was both thrilled and a little trepidatious. I was brought up in and around London, and worked there for several years in the fashion industry. Helping to create a fragrance that told the story of a city that is close to my heart, was going to be a challenge, but also a dream job. I instantly identified Francois Merle-Baudoin as the right man for the task. He worked closely with David, and as a fifth generation perfumer, who was actually born in Grasse, he understands the complexities of working with natural Oud, as well as the demands and mores of the modern fragrance world. In the middle of 2014, after almost a year of creative work, the fragrance was born, and as soon as we tested it, we knew it was going to be something very special indeed.”
The fragrance opens like a fresh, spring morning in London, with the mist rolling off the Thames and swirling across parks and around the ankles of morning joggers. As the morning progresses, so too does the fragrance, as faint nuances of citrus and lavender give way to complex white floral notes, matching the vibrant character of the city.
The fragrance then bustles through busy florals and stimulating spices that reflect London’s cosmopolitan nature, before drifting through a warm afternoon into a balmy evening, with both subtle and rich woods enhancing the feeling of calm and wellbeing. The daring and thrilling Oud base notes prepare the senses for an exciting night of partying in one of the world’s great cities.
“It’s our unique position as a brand that enables us to create fragrances such as London Oud,” continued Nicola. “We have our very own agarwood plantations — managed by the award-winning sustainable plantation company, Asia Plantation Capital — and we can supply our perfumers not only with the best Oud oils on the market today, but also those that we know are 100% sustainable and ethically sourced. We know exactly where our Oud comes from, because we own the trees that produce it, and that gives us a massive advantage in the industry, enabling us to create our very own signature on all the fragrances we create. Most importantly, we know, for a fact, that our Oud is genuine and real. Fragrance Du Bois, unlike some other brands, would never countenance the use of synthetic Oud. It will never be the same.”
Although originally formulated as a bespoke fragrance for David Haye, the former World Champion thought that it would be a shame were it not to be shared with the wider perfume world, and Fragrance Du Bois is both delighted and appreciative of his generosity. As a result, London Oud by Fragrance Du Bois is now being launched in the brand’s flagship boutiques at the Starhill Gallery in Kuala Lumpur, Malaysia, and at Singapore’s famous Fullerton Hotel. London Oud will soon be available at the soon-to-open boutique in Dubai’s City Walk, alongside other partner brands that include the world renowned Jovoy, Paris.
But shouldn’t London Oud also be available in London itself? Fragrance Du Bois is working on it. “We’ve been focussing on developing our brand and establishing our boutiques in Asia and the Middle East,” said Nicola Parker, “as this is really where our story begins. We produce real Oud in Southeast Asia, and all our creations are heavily influenced by the significance of Oud in Arabic culture. However, the fragrance industry is a global one, and Oud perfumes are experiencing a meteoric rise in popularity in western markets. So, yes, we should be in London, and we’ve spent a long time looking for a suitable flagship store in the city — the renowned Burlington Arcade in Piccadilly, Bond Street and Knightsbridge are all locations we have looked at. Unfortunately, we’ve yet to find exactly the right place that matches our requirements. But it won’t be long.”
“I can’t say too much right now,” Nicola concluded, “except that we expect to make an announcement in the very near future, and it will be an exciting one. In the meantime, we are busy with the opening of another of our flagship stores in Dubai, at the iconic City Walk in fact. It’s a place that’s being dubbed as the ‘Centre of Now’, which is appropriate. We feel that Fragrance Du Bois is making such great strides in the fragrance world, and that our time is, very much, now.”
Notes to Editors:
For further information, please contact:-
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About Fragrance Du Bois
Fragrance Du Bois is a niche luxury perfume house born from the richest essences of nature, crafted by fifth generation perfumers from the 17th century French traditions of Grasse. At the heart of all Du Bois fragrances is the guaranteed use of 100% pure, organic Oud oil and other sustainably-sourced ingredients from plantations managed by award-winning company, Asia Plantation Capital.
With flagship boutiques in Singapore and Malaysia, and exclusive fragrance lounges in Dubai, Hong Kong and Thailand, Fragrance Du Bois creates only the finest experience in bespoke perfumery, all while staying true to its ethos — ‘Personal luxury with a conscience’.
About Asia Plantation Capital
Established officially in 2008 (although operating privately since 2002), Asia Plantation Capital is the owner and operator of a diverse range of commercial plantation and farming businesses across the Asia-Pacific region and around the world, and is part of the Asia Plantation Capital Group of associated companies. Its focus is on multicultural and diverse plantation projects geared to the domestic and commercial demands of the countries in which it operates.
Today, Asia Plantation Capital is one of the largest vertically integrated producers of Oud oil and Agarwood in Southeast Asia, with plantations and agricultural projects on four continents in Thailand, Malaysia, China, Laos, India, Cambodia, Sri Lanka, Myanmar, Vietnam, North America and Europe. One of its recent ventures include Southeast Asia’s largest agarwood processing and distillery factory located in Malaysia.