Industry news

Niche brand Boadicea the Victorious launched in Landmark London store, Harrods, 3 months ago with its 12 strong Autumn/Winter collection.  The brand has created waiting lists, sell-outs and bulk buying of up to 26 bottles per person.

British hair-stylist Michael Boadi, the man behind the brand, has followed up this success with the Spring/Summer '09 collection.  Featuring six new fragrances housed in rounded glass and pewter flacons, all featuring ornate detailing.

Powerful, described as "refreshing, exhilarating and gently piquant", is a combination of grapefruit, lemon and orange followed by violet, ylang ylang, sandalwood and musk.  Intense is a fruity floral featuring rose, lily and jasmine.  Alluring also features rose and ylang ylang but mellows into woods and patchouli.  Noble leaves a 'thick, resinous sillage" thanks to its use of ambergris and musk, cut through with bergamot and rose.  Violet, labdanum, leather musk and civet are the key notes in Complex, whilst Divine combines jasmine and mandarin with aldehydes.

The whole collection is available exclusively through Harrods, Knightsbridge, retailing at £85 for 50ml.

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