The fragrance has been created exclusively for The Body Shop by one of the world’s most talented perfumers, Dominique Ropion, who has worked with the world’s leading perfume brands, including Cacharel, Givenchy, Calvin Klein, assisting in the development of fragrances such as Armani ‘Code’, ‘Lovely’, ‘Dune’, ‘Euphoria’ and ‘Amarige’. Working closely with the Body Shop’s in-house team, Ropion created Love Etc which combines jasmine, vanilla, sandalwood and musk cream.
To gain greater insight into the generation of 20-30 year old women who most identify with the values behind ‘Love Etc’, The Body Shop also worked with respected socio-cultural trend expert Jolanta Bak.
“Perfume is a vehicle of dreams and aspirations – it conveys emotions, dreams, aspirations,” said Jolanta. “This fragrance appeals to women for whom ethical values are very important. They believe in justice, fairness and sharing, and they are less individualistic than previous generations.”
‘Love Etc’ is the very first Eau De Parfum to feature alcohol made from a fair trade and organic ingredients, grown in the foothills of the Andes, promoting environmental sustainability and biodiversity.
The launch of ‘Love Etc’ is supported by a new ‘Love Etc’ homepage which features video uploads of what people from around the globe expressing their views and opinions on love via the mediums of music, song and dance. Visitors to the ‘Love Etc’ homepage are also invited to send a love letter to a friend or loved one. The love letters can be sent direct or anonymously in order to share the love around the globe.
Customers are also invited in store to learn more about how the fragrance was created, with free samples of ‘Love Etc’ also be available in store. ‘Love Etc…’ will be available online and on the high street from September.