Bloody Fragrance

22nd August, 2011

Blood is not the most marketable of products, but that hasn’t deterred Italian perfume house Blood Concept from launching a new line of fragrances inspired by the visceral substance.


“We wanted to tell a real story with the concept, not something based on fantasy,” says Antonio Zuddas, one half of Blood Concept’s creative team. The story that he’s referring to is one close to all our hearts: the story of human evolution.


Together with business partner Giovanni Castelli, Zuddas has compiled a range of four fragrances that take in everything from the primal plains of early earth to the ozonic air of the not too distant future.


From start to finish, the collection has taken the duo less than nine months to complete, but demonstrates the sort of attention to detail that you would expect from a company with a longer conception.



The medicinal aesthetic that has been applied to the range is of particular note. “We shaped a minimal medical look. It’s positive and playful and isn’t trying to be elegant.” You can’t argue that there aren’t many bottles inspired by hospital drips. Elsewhere, silicon stickers seal the fragrance boxes, all lined with individual graphic designs that reflect the scents inspiration.


Fortunately, as far as blood is concerned, the duo stopped short of dying the juice red, instead including a base metallic note in each fragrance to remind the wearer of the connection that binds the fragrances together.



Human evolution is a fantastic source for olfactory inspiration, especially when explored in such a scientific way. Avoiding fantastical conceits, perfume designer Castelli has instead created four fragrances that consider everything from man’s diet, to location and environment. Exploring blood types O, A, B and AB we discover elements of our evolution that help us understand our origins.




The first blood type in History, O is Blood Concept’s animal fragrance. Inspired by Africa, the birthplace of man, O is a wild identity: deep and intense. Like early hunters and their raw meat diet, O is carnal and primitive, containing notes of thyme, cyperus esculentus, leather, birch and cederwood.




The blood type A developed as individuals settled down and began to farm the land and eat a vegetable based diet. Living in groups, this was the start of civilization and is reflected in A’s exhilarating scent of nature: like a handful of fresh leaves. Opening with green garden notes, A also contains tomato leaves, basil and star anise.




As people started to travel and mix with different ethnicities, the blood type B evolved. With new spices, B is a melting pot of cultures and societies, where man crossed from an ancient way of living to a more nomadic existence. B is a complex woody/spicy composition, with more materials then the other fragrances including black cherry, Artemisia, black tea and teak wood.




Born around 500 years ago, AB is the youngest blood type and is translated in Blood Concept’s entirely synthetic composition, a mineral identity representing modern man. Comprised from molecules, AB is the final evolution in the four scents. This experimental composition includes notes of iron, aluminum, slate and pebble.


The Blood Concept range is available in a number of applications; 40ml Parfum dropper bottles (£115), for a more personal drop-by-drop application, or 60ml Eau de Toilette spray bottles (£98). A compatibility kit is also available, containing each of the fragrances in a 10ml Parfum dropper bottle. The kit offers each of us the chance to explore the history of our evolution and adopt our own identities through Blood Concepts unique range of fragrances.

Blood Concept will launch in the UK in October at Liberty.


Images: J F Bowyer


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About the author: John Francis Bowyer

John is an emerging writer based in London, who enjoys exploring scents connections to conscious and sub-conscious memory. As well as writing for his own blog ( he has also contributed to VICE, Wallpaper* and Ape to Gentleman. He is currently drafting his first piece of fiction


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    • Thighs | 23rd August 2011 01:17

      How strange.

      “We wanted to tell a real story with the concept, not something based on fantasy,” yet then they chose this strange theory about the evolution of blood groups to define their fragrance and stated it like it was the undisputed truth.

      Selling fragrances is a lot about selling fantasies but why tie your brand to this strange story?

    • MonkeyBars | 23rd August 2011 23:59

      AB sounds interesting. I wonder what the difference between slate and pebble accords is. ;)

    • ThePerfumeMaker | 25th August 2011 09:25

      The scents may be original and dramatic but the marketing concept is totally tasteless. This obviously suits a society that thinks Ricky Gervais is a great comic and "Big Brother" is great drama. What next? Maybe a family of scents based on tsunamis and earthquakes?

    • Harvest Moon | 25th August 2011 14:48

      Very interesting article. Sounds like a great range for vampires!

      Don't find them tempting myself.

    • michailG | 25th August 2011 19:29

      I give them this: they are industrious within a saturated market ... I mean the market this collection is targeting. Interesting concept just because of it’s awkwardness. The fragrances themselves sound very basic. I guess they will do fine as long as one doesn’t need to transfuse them. Personally, I wouldn’t mind smelling the juice but I am quite sure that I wouldn’t pay for it (the concept included). In the article there is not much about the quality of the ingredients. It seems to me that maybe 9 months is not a surprising small amount of time invested in this particular product.

    • Fleurine | 26th August 2011 02:43

      A base metallic note in each fragrance? Has anyone smelled these? :undecided:

      If a fragrance needs a big backstory, that is almost never a good sign....

    • cformosa4 | 26th August 2011 09:47

      This is such an interesting fragrance concept! The base metallic note in each of the fragrances is very fitting, as it will help provide the blood vibe.

      All of the trends (vampires and minimalism) these fragrances are following is funny! Some fun pop-culture market research was done :P I'd have to say the minimalism thing is a little overplayed.... I can't wait for extravagance to be in style ;)


    • trex57 | 27th August 2011 12:45

      Sounds like a great idea(concept) The compatibility kit is a great idea. Try all 4 and then buy the bottle of your favourite (or Not) Very similar to the "Nomad kit" from Histoires de Parfums.

      I have been informed that pre-ordering is available through Avery Fine Perfumery in New Orleans now. This would be for residents in N.A.

      Cheers Rex:thumbsup:

    • Scentologist | 27th August 2011 14:08

      Is the what the cast of True Blood should be wearing?

    • genieg | 27th August 2011 16:18

      Its sounds like a good and interesting concept and I like the idea since BLOOD is the life force of all living *things*.

      Perhaps making one sweet, one sour, one metallic, one herbal, and follow on with that idea may have been better because if you read some vampire novels and stories they refer to the taste of blood. Having a metallic note in *all* the fragrances may bring the line together but metallic notes don't work with everyone's chemisty.

      However, and I am not trying to be mean or critical, just honest, I think they MAY have limited their customer base and marketability because it could appeal PRIMARILY to a certain *type* of customer rather than everyone.

      What I mean is that it might appeal to the tweens, teens, 20's, 30's, and perhaps a few people in the 40 year old age group & people involved in vampire, goth and dark cult groups as well.

      It don't think it will be taken seriously by those in the over 40 age group or those that take their perfumes seriously and spend the biggest amount of money on fragrance. I think that is the age group they should be trying to appeal to if they want a long-lasting product with repeat buyers.

      But if they aren't trying to create a fragrance that could be around for years, don't mind having what could be seen as a *novelty* product that appeals primarily to a certain age group or cult, then more power to them!

      I would try it but I don't think it would be grouped with my prized perfume possessions. It would be grouped with my novelty fragrances, like Black Widow, Satan Instinct, and other such fragrances which I *might* reach for once every two years.

    • Sybarite | 29th August 2011 22:16

      "Tasteless" ??? And what exactly is so tasteless about "blood" ??? :confused: I mean, it literally is THE "stuff" that gives you life. (Other than air/oxygen), it's literally your life-force ! ~ I therefore seriously fail to see anything "tasteless" about "blood" ! Or even, for that matter, the whole concept which IMO is not only interesting & well-considered, but also original in a saturated market. (Albeit, yes, a touch gimmicky.) But hardly "tasteless" !

      ~ @ ~

      I've not yet had a chance to test these on skin, BUT have tested their "compatibility kit - scratch & sniff" cards. And I must say I was very pleasantly surprised. Far surpassing my expectations. ~ Scent "O" and "B" being my personal faves, (with "AB" not far behind), but all 4 are interesting and excellently composed. And the only reason I was less enamoured of "A" is because I just abhor the smell of "tomato leaf", (no matter how well blended).

      ~ Basically, to cap, I believe they are at very least well worth a sampling ! (Regardless of any "sqeamishness" or concept/image doubts.)

    • illyria | 1st September 2011 13:14

      Well, I'm curious, and I'm an over-forty perfumista. But then, I'm also a Buffy fan..... ;-)

    • sherapop | 1st September 2011 15:54

      These just sound like SECRETIONS MAGNIFIQUES flankers to me... The blood, the metal, the horror: it's all there.

    • Mimi Gardenia | 1st September 2011 17:12

      Interesting concept but a abit off putting for me. The blood concept speaks of a little too much 'hospital'/ medicine to me.

    • Sybarite | 2nd September 2011 04:31

      None of them smelled anywhere near or close to anything like "Secretions Magnifiques" to me. (Nor do I think "SM" is actually anywhere near as off-putting as others seem to exaggerate.) ... Even the metallic basenote (that's carried thru all 4 scents), surprisingly didn't bother me as much as I thought it might.* ~ I really think these will pleasantly surprise allot of you out there with misgivings !

      * (Although I should probably disclose that the smell of blood has also never really bothered me either.)

    • lionheart | 4th September 2011 23:05

      Can people in the United States get samples? I'd love to try these.:evil:

    • Harvest Moon | 4th October 2011 18:52

      Tried these but really didn't find anything that I wanted to smell of (one had rather 'meaty' sort of notes to it).

      Interestingly the sales person at the shop said it was a bit of a challenge to have to keep explaining 'the concept' to people all the time, since most people thought it was about their own blood type (not so) and then got into a state because they didn't know what their type was...

      Wanted to surprise myself and like them, but not for me.