Discount store Lidl
has today released a new male fragrance in the UK called G.Bellini X-Bolt. The perfume costs £3.99 for 50ml and is the second recent foray into fragrance after the release of Suddenly Madame 'Glamour' for women. The women's perfume attracted some attention amongst perfume lovers
who found that there were many similarities between Suddenly Madame Glamour and Chanel's Coco Mademoiselle. The two fragrances were blind-tested independently by expert
John Bailey, founder of The Perfumer's Guild and now Chairman of the British Society of Perfumers, who found that the Lidl perfume was preferred by the majority comparing the two.
G.Bellini X-Bolt is made in Germany. The notes are described by the company as:
Top - Fresh lemon and limes, the aniseed note of tarragon
Middle - Fresh Fruity apple with a flowery aspect
Base - Vanilla, woody notes and a dry balsamy character.
A blind smell was conducted with men and women on behalf of Lidl by the PR company Wall to Wall, at No. 5 Cavendish Square, Mayfair on 1st of June. According to Lidl:
"G.Bellini X-Bolt beat leading designer brands up to ten times the price in a blind test by 108 people. Consumers preferred Lidl’s fragrance in the blind test, choosing it over Dior Homme, Hugo Boss Bottled, David Beckham Homme, and D&G The One as the perfume they would most want to buy.
In the test, Lidl’s own label fragrance scored an average of 6.2 out of ten. Beckham scored 4.8, Dior 5, and D&G and Boss scored 5.6. Male participants described the fragrance as “expensive smelling”, while female participants lauded the “fresh masculine fragrance”.
Georgina Hall, Lidl's spokesperson said:
"The women's perfume took off because of on-line input. People started tweeting and putting it on Facebook. The whole effect made it go viral, so it's still a really good seller.'
A limited edition Madame Glamour 'Diamond' is to be released in time for Christmas.