British men's clothing brand, Topman, are to launch a new fragrance called Distil. The scent was created by Azzi Glasser, who also developed last year's Topman fragrances Parfum No. 16 and Parfum No. 27. The aim with Distil was formulate a premium fragrance that would sit amongst, but also stand out against other premium men's brands. Glasser says "I was inspired by the energy, coolness and passion within a man. I wanted to try to capture that within a modern fragrance – it was quite a challenge in perfumery-terms."
The vivid aqua, black and white packaging is unusual in that it is designed upside down. The rubber cap is on the base, and the glass bottle on top.
To support the launch of Distil an exclusive national cinema campaign, created and directed by Alex Turvey, will run for three weeks in the leadup to the launch of the fragrance. Turvey was described by Vogue UK as one of the fifteen‘Creatives who will define the future of British Arts.’
“We wanted to create a visually captivating piece of film that would own the cinema space and reallyconnect with the Topman audience. The idea grew out of the clean geometry of the bottle design andthe Distil name itself - a moment of clarity and a point of refinement where you’ve reached a deeperunderstanding about your own style identity. To communicate that concept we wanted to show ourhero boy in a moment of transition driven by his own inner power magnified by the Distil fragrance.Masculine yet elegant, energetic yet poised, the film will tap into an epic look that speaks with authorityof Topman’s fashion heritage.” says Turvey.
The fragrance will be available in two sizes – 50ml priced at £25 and 100ml priced at £32 from November5th across twenty selected national Topman stores nationwide and topman.com.