June 23, 2010 Butterfly Diary Team

Thierry Mugler Launches Womanity Fragrance

When it comes to fragrance, Thierry Mugler never did things by rote. Their perfumers take their time and explore all options to put together a solid offering. Like their previous gourmand fragrances Angel (1992) and Alien (2005),? Womanity, which launches at Bloomingdale?s this August, comes packed with surprises.

First on the list: Caviar. You read that right. To appeal to the multi-faceted woman, Mugler wanted a fragrance that combined both savory and sweet elements. For the sweet top note, he tapped into the mellow fruity scent of fig, and buttoned the fragrance up with a bottom note of fresh green fig wood and leaf, but to balance that, he needed . . . fish eggs? I wouldn?t believe it if I hadn?t smelled it myself.

The caviar adds a clean oceanic note and keeps the scent from erring on the side of saccharine. Mugler and company extracted these off-beat scents using the new technique of molecular extraction. I won?t go into the scientific details here, but just let me say that in involves liquid gas and it makes it possible to duplicate the exact fragrance molecules from any substance.

All of this comes to a more universal point: Mugler made this fragrance to celebrate all women, and he plans to include it in a larger movement. In March, the website Womanity.com launched as a platform for women all over the country to share their own ideas on womanhood. Users can log on and submit their thoughts for Womanity?s next big idea, be it product, project, or technology. A jury including Mugler himself will select one winning idea and fly its creator to Paris for a week to develop it for the Womanity brand. This move gives a little creative control over to the brand?s namesake.

To upload your own ideas of womanity, go to www.womanity.com. To purchase a travel-size ?teaser? of Womanity, visit us.boutique.thierrymugler.com, and stay tuned for the August launch of the full-sized fragrance and its shower gel, body milk, and body cream counterparts.

Katharine McKenzie

Editorial sample was provided for consideration.