Disney use their Imagination for first foray into adult fragrance market

by Danielle Cooper, 07th July, 2011

Disney are no strangers to the fragrance market as millions of little girls and boys worldwide know. This summer though the adults can relive their Disney inspired childhoods with the launch of Imagination, a range of scented products that Disney are using to fragrance their concept stores and sell to people to take home.

Described by the brand as “the scent of possibility”, the range of products smells “natural, wet, leafy and fresh.” The inspiration is an “enchanted forest of sequoia trees, cool moss and green leaves”. To achieve this atmospheric brief the products use top notes of wet leaves, wild mint and crystallised white sap, middle notes of apple skin, watermelon, green ivy, forest flowers and soft pin needles and finally base notes of smoky vetiver, tree bark, sequoia, cedar, fir balsam and moss.

Award winning head of Through Smoke Creative design agency, Gary McNatton, has worked with Disney to conceptualise and develop the collection. A member of The Fragrance Foundation, McNatton is a previous winner of the Interior Scent Collection of the Year FiFi for his work with Space NK Apothecary and also the Women’s Fragrance Star of the Year FiFi for Gap Dream and Men’s Fragrance Star of the Year for Banana Republic M.

The range will consist of a 7.4oz candle retailing at £12.00, a 100ml room spray retailing at £8.00, a 250ml hand and body lotion retailing at £6.00 and a 250ml hand wash also retailing at £6.00.

All of the products in the Imagination range are now available from the new Disney Store at 350 Oxford Street, London.

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