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MIA Review: Beau de Jour by Tom Ford (2020)

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Not a lot has changed between the release of Tom Ford Beau de Jour (2019) as part of the private blend line and Tom Ford Beau de Jour (2020) from the signature range, but the tweak is worth mentioning. Most importantly, the packaging update to more-closely resemble other newer entries in the SIgnature line with the ribbed cylindrical bottle, plus the slightly nicer (but still expensive) price tag, make Beau de Jour as a semi-permanent addition to the masculine line up a bit more appealing for some. I for one, would have never considered buying Beau de Jour as a Private Blend, but now it seems a better value. People still on the fence about the necessity of another lavender-forward fougère exercise when many classic examples still exist won't be swayed however, even with the price drop.

The opening riff still brazenly copies Zino Davidoff (1986), but the slight wilting flower/animalic facet is completely missing now, with just the heavy dandy lavender top remaining. The 2019 edition of Beau de Jour didn't have much of that compared to ZIno, but it had some. Here in the new cleaned-up Beau de Jour, we get almost a Caron feel with the approach to lavender. Geranium, mint, basil, and oakmoss moved to the heart of the composition round out the soul of Beau de Jour, while the akigalawood and patent Tom Ford woody ambers make up the base in place of that reduced (but still present) oakmoss. This is a nü-gère through and through, so worshippers of oakmoss that like to sing the blues about IFRA and "they don't make 'em like they used to" need not apply. Wear time is still about 9 hours and sillage is moderate. Beau de Jour is still a mature dress-up fragrance too.

Besides being a tad cleaner, a bit less expensive, and maybe a touch better-presented, Beau de Jour is the same retro-chic exercise that it was the previous year, and still par for the course as far as Tom Ford is concerned. Tom Ford for Men (2007) was discontinued, so I'm guessing this was slotted to replace it as the bog-standard masculine option from the house. Maybe he got tired of amber-heavy orientals and wanted something that was less 70's and more 40's, who knows? Point is, at about $150 for 100ml, Beau de Jour is not a good value so long as Zino Davidoff or even Caron Pour un Homme still exist with some regularity. Tom Ford fans have their daily driver fougère experience that checks all the usual Tom Ford boxes of being a postmodern fragrance much higher in price than its source inspiration, but at least oakmoss is listed on the box, right? Thumbs up
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