Creative Agency: Regina Road
Creative Lead: Jo Green
Project Type: Produced, Commercial Work
Location: London, UK
Packaging Contents: Perfume
Packaging Materials: Glass, Paper
"I wanted to create something that would stand the test of time, that is both commercial (pomegranate anchors the scent) but also a bit woody and contemporary." - Georgie Coleridge Cole, founder and editor of Sheerluxe.
LUXE by Sheerluxe is the first fragrance by Sheerluxe Magazine, an online lifestyle magazine which started in 2007 featuring news and views on the latest and most desirable fashion, beauty, wellness and lifestyle products. The fragrance is announced as sophisticated, contemporary and very attractive, created to win you over with its first drops of splashing, fruity pomegranate and water melon notes, combined with the warmth and sweetness of plum and raspberry. A tart, green-aquatic and slightly spicy twist is ensured by rhubarb, announcing the floral bouquet in the heart, full of intertwining petals of jasmine and lily. This floral heart of the composition is spiced with cold, tart chords of pepper and cloves, surrounded with incense and oppoponax. The base is deep, warm and elegant, made of cedar, guaiac wood, patchouli, amber and musk.
The bottle and scent was developed by luxury product development company Pebble & Co, and the branding and outer packaging was developed in close collaboration with Sheerluxe to put the founder Georgie Coleridge Cole's unique brand stamp on the product.