‘Fruit’ is one of the hardest categories to render a sophisticated olfactory statement within.

At one end of the spectrum it is the “tutti frutti’ synthetic blends (blueberry, guava and mango) and at the other (where essential oils feature), it is a very blunt spa-like feeling like of lemon, orange and lime.

When I started drafting this new endeavour, I wanted it to capture the Jonathan Ward spirit, but instead of an esoteric cinematic inspiration, I looked back to the way that I worked when I captured Fig Ultimatum. The approach took on a much more ingredient based build.

I created two complex accords. Pure ambergirs, tonka bean and sandalwood were blended with cashmere and the breathy iso-e-super which gives amber a lighter airy feeling.

Then I took sweet fennel and lime and blended a small amount of gamma nona which is a clever note (a lactone) reducing the sharp from the fennel and lime. White grapefruit, bergamot and precious & pure orange flower bring this to a finale.

And what is the result ?

A sopshiticated fruit blend that fuses herbaceous and citrus with a sensual platform. The zest and the tart melds deeply into the amber and woods to give fruit a whole new platform.

Froot is born.

With purity at the helm, this aroma is a new statement in bringing elegance to a category I often find myself perplexed by its popular appeal. If you like Fig Ultimatum or Roscuro, this is for you.