Well, this is where the bar is at with Influencers. Collaborating with a perfumery is definitely top of my wish list. I don't think I'd ever stop bragging about it if Jo Malone London asked me to create a fragrance (hint hint PR team).
Still, couldn't have happened to a nicer guy. And have you checked out the man's physique of late? If his shoulders could talk to each other they'd just say, 'we'll meet at the balls'. Rowan Row has partnered with luxury niche fragrance house, Memoize London to collaborate on an exciting scent project.
So what can an influencer bring to the table for a fragrance house?
Good question. As well as tapping into an audience of 917k followers, having someone easy on the eye for all their lifestyle imagery, Rowan can draw inspiration from his travels, personal development and experiences, together with a little soul searching along the way and born of this was the scent; Imperia.
This is not a scent that's been magically spawn overnight. It's been a passion project of Rowan's that has kept him busy behind the scenes for the past 12 months. It's noteworthy that this fragrance is his first truly interactive collaboration and the first product to bear his name. Imperia, by Rowan Row.
IMPERIA; noun, plural im·pe·ri·a [im-peer-ee-uh] Command; supreme power, strength.
(Damn why didn't I get given that as a middle name at least. I hate my parents).
On to the recipe, from the Press Release.
Top Notes: Citrus, Lemon, Green
Middles Notes: Aromatic, Fougere, Lavender, Clary Sage, Mint
Base Notes: Amber, Leather, Woods, Musk, Moss
Is it any good?
I'm happy to say yes. You'll definitely get that citrus opening, an instant hit of lemon and bergamot mingle with a rich aromatic fougere accord in the heart built around clary sage, lavender and cool mint.
Later the base notes push through, some black amber but moreover, the diffusive leather and spiced woods. I didn't detect the earthy moss, but maybe that was intended to be subtle.
Overall I don't know if it's worth the price tag (127 GBP is ambitious for an introductory scent) but it's in keeping with the luxury range and the price tags Luxuria and Castitas both retail at 177 GBP.
Still I've enjoyed my time with this scent. It's got mystery, it's evocative, complex but not overly artisanal. The silage I got about 4-5 hours which is just under what I'd expect for a perfume in this price point. However, I've had some great comments on this scent, the feedback has probably been one of the best I've had in a long time.
Memoize London prides itself on supporting small, independent British suppliers wherever possible. From hand finished, wooden oak caps crafted in Yorkshire, hand-made boxes made in Leicestershire, to a small filling house in the Lincolnshire Wolds. All components took great time and consideration to create, to ensure we provide the customer with the ultimate luxury experience.
Exclusive to Selfridges, the Memoize Imperia by Rowan Row fragrance launched 16th May and is £127.